Social Media and Customer-Centric Strategies

This chapter addresses the strategic role of social media in building lasting relationships between organisations and consumers, using a customer-centric approach. This concept refers to a strategic orientation in which consumer preferences, needs and experiences are at the heart of decision-making. The increasing digitization of interactions between organisations and consumers has placed social media at the center of digital marketing strategies. Its relevance as a communication channel requires the adoption of tools to evaluate the use of these platforms, which are no longer just communication channels but have become interactive environments where relational value, emotional engagement and loyalty are built. The chapter aims to offer a methodological and practical perspective that complements more quantitative approaches to the digital performance of organisations. By proposing an adaptable qualitative analysis tool, it promotes a more human, in-depth and strategic understanding of organisations' social media presence.