Facebook-eran – hur kan företag använda sociala medier till affärsutvecklingoch för att personifiera kundens upplevelse av tjänster?

Sammanfattning: Abstract The explosion of social networking through social media arose organically by three forces: people, technology and online economy. Today affect friends' recommendations purchasing decisions more than advertising. Customer impact is more effective in social media than the one-way promotional impact. Kotler's 4P model focuses on one-way campaign thinking to recruit new customers. Today, the focus should be on creating excellent customer experiences within 8 competition arenas. This report describes a new co-ceation model with 8P, which is better adapted to the digital economy. The new business environment demand companies to adapt their organization and systems of ideas, essential for customer co-creation of the service experience. It increases the value both for herself and the company. The essay focuses on how companies can use social media for business development and to personalize the customer experience of a service. The aim is to increase understanding and refine theories from an enterprise perspective. The research strategy is qualitative with a deductive method. The empirical study was conducted at three companies using social media. The study showed that the alignment of organization and system of ideas are key factors in how companies can use social media for business development and to personalize the customer experience. The research is further developed in the book Social Affärsutveckling i Nätverksekonomin Sociala Medier Ny Marknadslogik. Keywords: Social Media, Customers Experiences, Co-Creation, Business Development, Product Development, Service Marketing, Service Management, Brand, Word-of-mouth, Social Network.