Social network websites in the democratization of relational marketing

Nowadays, creating and maintaining long-term relationships with clients is one of companies´ main concerns. In this domain, the social networks´ websites are potential channels and assume a growing and prevailing part in relationships between companies and customers. This research work assesses the level of the use of social networks websites on customers´ relationship management. Within this scope, an empirical study based on quiz enquiry has been made to 184 companies in Aveiro´s district. The focus centered on the following key questions: (1) level of use of the online communication tools, (2) type of management of the social networks´ websites, and (3) perception of the contributions given to the relationship with customers. Results show that companies are aware of this new reality of social networks as a way of spreading and communicating, but, on the other hand, they do not see it as a tool to manage and boost client´s relationship.