THE ROLE OF SOCIAL CRM IN AN EDUCATION INSTITUTE: THE FEDERAL INSTITUTE OF EDUCATION, SCIENCE AND TECHNOLOGY OF RIO GRANDE DO NORTE CASE

摘要

The organizations have passing for several transformations in recent times and increasingly treating information as an intangible asset that deserves attention and care. In this perspective, public organizations are gradually recognizing the importance of information in its workplace and for this reason are investing in better customer relationship management (CRM) systems, where noteworthy social media. This study aims to understand the role of Social CRM through social media as part of an educational institution. The institution chosen for the research was the Federal Institute of Education, Science and Technology of Rio Grande do Norte, through its Communication Department and Social Media. The research was characterized as Exploratory, qualitative approach, using even the literature followed by content analysis to the discussion of results. Data collection was conducted through a structured interview with two employees of the Communications Department of the Institution. The results showed that the IFRN established closer ties with the community through social media, however, there is still a need to improve the structure that supports this information system.