EFFECT OF SOCIAL MEDIA COMMUNICATION STRATEGIES IN BUILDING CUSTOMER RELATIONSHIPS THROUGH FACEBOOK USERS

ABSTRACT This study examines the effect of social media communication strategies on building customer relationships, with a focus on Facebook Users. The research problem centers on the difficulty many organizations face in converting online engagement into sustainable customer loyalty. The study population comprised of 310 customers in Bauchi metropolis who use Facebook for commercial interaction, with data collected through questionnaires. Findings reveal that strategies such as timely responses, personalized content, interactive posts, and transparent feedback significantly enhance customer trust, loyalty, and repeat patronage. However, issues like information overload, negative feedback, and inconsistent content management remain major challenges. The discussion shows that businesses applying structured, customer-oriented strategies on Facebook achieve stronger and more sustainable relationships. The study concludes that Facebook is an effective tool for customer relationship management when properly managed, and recommends investment in digital skills, customer-centered approaches, and clear social media policies.