College

Academic Affairs; Arts and Sciences

Department

Thomas G. Carpenter Library; Communication

Rank

Associate Librarian; Associate Professor

Biographical Statement

Maria Atilano is the Marketing and Student Outreach Librarian at the University of North Florida’s Thomas G. Carpenter Library in Jacksonville, Florida. She began working in academic libraries in 2002 as a student employee while studying at the University of North Carolina at Greensboro. Before becoming a librarian, Maria held staff positions as Library Services Specialist in Public Services and Sr. Library Services Associate in Special Collections at UNF. She graduated with her MLIS from Florida State University in 2012.

Title of Work

Improving Customer Relations with Social Listening: A Case Study of an American Academic Library

Type of Work

Journal Article

Publication Information

International Journal of Customer Relationship Marketing and Management (IJCRMM), 8(1), 49-63.

Description of Work

Strategic social media plays a crucial role in contemporary customer relationship management (CRM); however, the best practices for social CRM are still being discovered and established. The ever-changing nature of social media challenges the ability to establish benchmarks; nonetheless, this article captures and shares actions, insights, and experiences of using social media for CRM. This case study examines how an academic library at a mid-size American university located in northeast Florida uses social media to engage in social listening and to enhance CRM. In particular, the social listening practices of this library are highlighted in relation to how they influence and potentially improve CRM. By exploring the practices of this single institution, attempts are made to better understand how academic libraries engage with customers using social media as a CRM tool and ideas for future research in the realm of social media and CRM practices are discussed.

 

Improving Customer Relations with Social Listening: A Case Study of an American Academic Library

Strategic social media plays a crucial role in contemporary customer relationship management (CRM); however, the best practices for social CRM are still being discovered and established. The ever-changing nature of social media challenges the ability to establish benchmarks; nonetheless, this article captures and shares actions, insights, and experiences of using social media for CRM. This case study examines how an academic library at a mid-size American university located in northeast Florida uses social media to engage in social listening and to enhance CRM. In particular, the social listening practices of this library are highlighted in relation to how they influence and potentially improve CRM. By exploring the practices of this single institution, attempts are made to better understand how academic libraries engage with customers using social media as a CRM tool and ideas for future research in the realm of social media and CRM practices are discussed.