Data Mining of Social Media – the Bridge between Traditional and Social CRM
Sohail Subhani, PhD

Abstract
During the mid-1980’s, the marketing focus shifted from the traditional marketing mix model of 4 P’s to relationship marketing. Relationship marketing, an approach that develops strong connection with customers by promoting customer loyalty, interaction, and long-term engagement, is the philosophy behind customer relationship management (CRM). Traditional CRM programs of the mid – 1980’s facilitated one-way communication from the business to the customer. However, with the coming of the internet and social media in the 1990’s, two-way communication between the business and the customers became the norm. Marketing focus once again shifted - from customer relationship management to customer engagement. Large amounts of unstructured social media data generated by customer – business interactions require integration of data mining tools and social media into the CRM to unlock potential information.

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