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Dr. Inbal Yahav to present work on Tradeoffs in Social CRM at SCECR 2016

Focusing on S&P 500 companies in the Consumer Discretionary GICS (Global Industry Classification Standard) sector, we study the benefits of using Twitter as a social CRM tool. Benefits include reaching large numbers of followers (customers), the types of followers that are reachable via Twitter, and their ability and will to echo companies' tweets (retweet). Formally, we define and examine the social capital of companies on Twitter. We further argue that gaining social capital presents companies with a major tradeoff problem between the number of followers and follower quality. For details see:

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