Social Media and Evolving Marketing Communication Using IT

Document Type



Published by the Association for Information Systems in Communications of the Association for Information Systems, volume 33, 2013. Bryant users may access this article here.


CRM; business intelligence; social media; collaborative platform


Association for Information Systems


American Power Conversion (APC) was formed in 1981 by three MIT graduates. Its business scope has evolved from standard uninterruptible power supply systems (UPS) products to customized products to full data center solutions. Its name has become synonymous with UPS. Currently, it is part of the European multinational firm Schneider Electric. APC has always been at the cutting edge of using information systems. This case study covers the evolution of their marketing communication function using information technology. They began with implementing database-driven marketing, which was supplemented with Siebel CRM. In order to exploit the marketing data that this platform was generating, they implemented a business intelligence platform. They have developed a collaborative project execution application to drive relationship building with business partners. The case describes the challenges APC has faced in exploiting the power of social media channels and integrating them into existing operations.