Building business resilience with social media in B2B environments: The emergence of responsive customer relationship management processes on twitter

Abstract

Companies operating in the business-to-consumer (B2C) space have been increasingly using the social media platform, Twitter, to conduct customer relationship management activities. Similar practices are also gradually emerging in business-to-business (B2B) environments. However, B2B service providers are yet to incorporate social media into their overall business strategy to the extent that this has become common practice amongst B2C companies. Engaging with customers over social media poses both risks and opportunities for companies. This paper examines the customer relationship management activities of a B2B service provider, Shopify, to identify opportunities for improving brand perception and business resilience.