20.500.12556/DKUM-93121 Upravljanje odnosov s strankami prek družbenih medijev Customer relationship management through social media Diplomsko delo raziskuje sodoben pristop k upravljanju odnosov s strankami prek družbenih medijev, s poudarkom na konceptu Social CRM, ki predstavlja nadgradnjo tradicionalnega CRM z vključevanjem interaktivnih digitalnih kanalov. V digitalni dobi podjetja niso več edini nosilci komunikacije – potrošniki postajajo aktivni soustvarjalci vsebin, kar zahteva nove strategije vključevanja, prilagajanja in odzivanja. V nalogi so predstavljeni razvoj CRM sistemov, prehod v socialne platforme ter razvrstitev in funkcionalnosti različnih vrst CRM sistemov. Osrednji del se posveča Social CRM: analizira njegovo vlogo, prednosti in slabosti, uporabljeno programsko opremo ter konkretne primere iz prakse, kot so LEGO, Starbucks, JetBlue in Coca-Cola. Poseben poudarek je namenjen vlogi uporabniško ustvarjene vsebine (UGC), analitiki družbenih omrežij in vlogi umetne inteligence pri personalizaciji. Analiza kaže, da podjetja z uporabo Social CRM orodij dosegajo višjo stopnjo angažiranosti strank, boljše prilagajanje komunikacije, hitrejše odzive in krepitev lojalnosti. Social CRM postaja ključno orodje za dolgoročno rast podjetij v digitalni ekonomiji, saj omogoča celosten pogled na stranko, večkanalno povezovanje in strateško uporabo podatkov v realnem času. This thesis explores a modern approach to customer relationship management through social media, with a focus on the concept of Social CRM, which represents an upgrade of traditional CRM by integrating interactive digital channels. In the digital age, companies are no longer the sole bearers of communication – consumers are becoming active co-creators of content, which requires new strategies of engagement, adaptation, and responsiveness. The thesis presents the development of CRM systems, the transition to social platforms, and the classification and functionalities of different types of CRM systems. The core part is dedicated to Social CRM: it analyzes its role, advantages and disadvantages, the software used, and real-world case studies such as LEGO, Starbucks, JetBlue, and Coca-Cola. Special attention is given to the role of user-generated content (UGC), social media analytics, and the impact of artificial intelligence in personalization. The analysis shows that companies using Social CRM tools achieve a higher level of customer engagement, better communication personalization, faster response times, and stronger customer loyalty. Social CRM is becoming a key tool for long-term business growth in the digital economy, as it enables a holistic view of the customer, multichannel integration, and strategic use of real-time data. CRM Social CRM družbeni mediji stranke potrošniki CRM Social CRM social media customers consumers. true true false S. Stojchevska Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-06-07 15:26:47 2025-08-21 13:37:03 2025-08-22 03:37:37 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.89:004.738.5 246219779 UN_Stojchevska_Sara_2025.pdf UN_Stojchevska_Sara_2025.pdf 1 9A72CF44AC095EF8550B624A50568682 da8bc139e4b8ef0a9581d7f660218819325665c6e8d03da12b4ef44fdf8ce8ca b474bd62-58cf-11f0-8567-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=193263 Ekonomsko-poslovna fakulteta 0 0 0