Društvene mreže postale su neizostavno sredstvo komunikacije poduzeća s klijentima, a u posljednje vrijeme i sastavni dio svakodnevnog poslovanja brojnih poduzeća. Njihova uloga u upravljanju odnosima s klijentima postala je vrlo važna iz razloga što poduzeća na ovaj način pobliže upoznaju svoje klijente, vide njihova kretanja, želje, interese i potrebe. Objavama klijenata putem Interneta poduzeća rangiraju i/ili modificiraju vlastiti koncept poslovanja i uspješnije upravljaju odnosima s klijentima. Istraživanje je prikazalo rezultate u kojima se vidi da poduzeća u velikoj mjeri još uvijek ne koriste društvene mreže kao sredstvo upravljanja odnosima s klijentima, ali ona poduzeća koja koriste, zahvaljujući društvenim mrežama osluškuju želje i potrebe svojih klijenata i bilježe uspješnost svog poslovanja. Prema rezultatima provedenog istraživanja, najčešće korištene društvene mreže su Facebook i Twitter.

Social networks have become an indispensable means of communication with customers, however, as of recently, they have become part of the daily operations of many companies. Their role in customer relationship management has become very important because, in this way, companies are introduced to their clients and see their movements, desires, interests and needs. Through the interactions of clients via the Internet, companies rank and/or modify their own business concept and successfully manage customer relationships. Research has shown that companies still do not widely use social networks as a means of customer relationship management, however, those companies that use them listen to the wishes and needs of their clients and this affects their business operations. According to the results of the study, the most commonly used social networks are Facebook and Twitter.