Oscar Karlsson
Gustaf Lundström

Customer contact in social media

Abstract

This bachelor thesis means to investigate the process of customer contact in social media and the reaction of the contacted customer. Theories in viral marketing, social media, Web 2.0 as well as business intelligence have been the foundation of our analysis. The investigation was carried out by two methods; qualitative interviews with business representatives and a semi qualitative survey focusing on the reaction of the private person. The results are that customer contact is used both as a tool for marketing and customer support, the work process of customer contact in social media differs between the companies and the reaction of the private person depends on the purpose of the contact where the most common reaction is surprise.