Using the company you chose to study( Goya food) throughout the term to build your Basic Marketing Plan for your final project, research how the company employs a social media strategy to build and manage customer relationships. Compare the company’s social networking sites and mobile applications with its official Web site to understand the CRM strategy and corporate social media strategy. In essay format, answer the following questions about the customer relationship management and social media strategies for your chosen company:
1.What elements of a good CRM program does this company use to build and manage customer relationships over the internet?
2.Who is the company’s target market, and how does the company interact with these customers using social media and mobile technology channels?
3.Social media objectives are listed in Chapter 22 on page 356. Identify the company’s primary social media objectives based on actual communications on its social networking sites. Be sure to provide examples.
4.Discuss the kinds of promotions used on the company’s website, social media sites, and mobile applications that might encourage continued loyalty and online collaboration from customers.
5.What do you recommend that the company do to improve the effectiveness of its social media sites and mobile applications?