Is there more to it than posting a status update?

important, what will it give to the organization, what are the goals of the actions online and
how will they be reached, in other words a strategy and guidelines are important enablers of
the relationship marketing in social media surrounding. For the building of the customer
relationships, it is not enough to simply create a page or a profile in a social media
application, but the applications need to be carefully considered, compared, and then decided
on which one would be the most suited for the organization’s goals. As social media is what
the name states, social, the communication between organizations, individuals, and
organizations and individuals, is a remarkable part in the creation of a social media presence.
Maintaining the relationships include many things from the emerging concerns to the benefits
possibly gained from the social media utilization. Also, measuring the success of the social
media activities done is an important part of the actions, in order to improve.
Finally, if a museum manages to create an active social media presence, their customers may
participate in the co-creation of added value before, even during, and after the visit to the
museum or the online engagement. In this way the customers will have a cohesive experience
and feel they belong to a certain setting. This further motivates them and makes them spread
the positive WOM information on the experience.
A customer is likely to asses the online behavior of a museum, just as the physical site on a
visit to the museum, on multiple grounds, affected also by their previous knowledge and
experiences. If their expectations are high, and they do not feel those expectations were met, a
gap in the performance of the museums occurs. The perceived value and quality also affect
trust of the customers, one of the most important issues in relationship marketing. If the staff
of an organization succeeds in communicating with the customers, creating trust, the
customers might feel a sense of belonging into the community. The social aspects of the
relationship also affect the loyalty of the customers, as they will feel they want to stay with
that service provider. For an organization, the maintaining of a customer is much more cost
efficient than finding a new customer, but it is important to measure the relationship quality,
not to waste efforts on relationships that are not in any way desirable for the organization.
An organization could get influences to their own brand identity by creating common
experiences and relationships with their customers. They can “loan” the customers’ identities
for molding their own. The expertise of a museum, communicated at least partly through
social media, may affect the customers in a way that makes them want to build a relationship
with the organization. With the relationships the organization obtains a loyal fan base in an
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