Today, it is becoming much clearer that the use of social media in building customer relationships is no longer a matter of individual choice. With the greater use and adoption of these sites, most organizations, which do not aggressively use them will always find themselves locked out of very lucrative markets and thereby unable to compete in the increasingly challenging business environment effectively. These sites are no longer reserved to the it department in the organization. They have become important tools of communication, knowledge sharing and collaboration for both the small and large organizations in the market.

The adoption of social media platforms is nevertheless not a smooth process for most organizations. It has been realized that most executives are normally much reluctant to adopt social media strategies in order to improve customer relationships in the organization. It is normally a kind of apathy that arises out of fear for the unknown. Most executives wrongly fear that the adoption of social media methods might affect their productivity. They have therefore disregarded the ongoing move towards the social media as ways to improve the presence of the organization and develop better customer relationships. However, organizations that effectively use the social media sites have reported so many benefits to the organizations. Apart from a strong and improved customer relationship, such organizations have also reported improved corporate reputation and increased sales as some of the benefits associated with social media sites for such organizations Aspray, 2010()

It is certainly difficult to downplay the important roles played by the social media in enhancing the presence of an organization to customers and thereby improving customer relationships. Customer relationship management is actually a process that should focus first and foremost on the customers and their satisfaction. In this regard, social media sites provide very proper avenues where such customer can always give their feedback....

Most customers have always confirmed that organizations, which effectively use these sites are normally regarded as forward looking and thereby better performers in the market.
Conclusion

We can conclude that, social media sites provide good channels for customer contact apart from adding good value to the process of customer interaction. This goes a long way in uplifting and improving customer relationships. It is important to note that the new wave of consumers in the market is actually those who spend much of their time in the social media sites Qualman, 2011.

In this way, it is more important to realize that the effective use of these sites enhances the ability of the organization to reach much of these people and communicate effectively with them. The major aspect about customer relationship is basically communication. This communication has to provide a proper avenue for proper interaction and collaboration. It is therefore realized that social media sites actually provide very good ways through which organizations can actually build prober customer relationships which can eventually enable them to maximize their presence and sales in the market. This is clearly evident in the manner most that organizations have greatly benefited from such investment.