Greta Gierden

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• This bachelor thesis is about CRM in the social web with focus on facebook. First of all it is required to explain the development of the internet utilization, which substantiates this matter. Especially the reasons for consumers to use the platform are an important aspect for companies, if they think about integrating facebook as a CRM instrument. Before starting with implications of how a firm could transpose CRM measures on facebook, it is essential to define the classic CRM. Subsequently the theoretical background of risks and chances as well as aims and a course of action will be constituted. After delivering insight in already established theoretical appendages, there will be given practical examples of CRM provisions on facebook on the basis of the company Edel:motion. In terms of the social CRM measures, Edel:motion is focusing the customer loyalty as well as acquiring new customers. Concluding there will be centralized if there is actual revenue and how facebook could develop in the future according to companies.