Wikipedia’s compares Social CRM as “a synonym for Social Media Monitoring, where organisations watch services like Facebook, Twitter and LinkedIn for relevant mentions of their product and brand and react accordingly.”
As a marketer, I understand the value and strategy for such monitor but can also appreciate the time social media monitoring takes within my day because of my role in it. I could literally spend hours a day searching, working and optimizing each of these sites.
Now multiply that times the number of customers, prospects and other influencers in your organization’s social circle. How many people do you need for that kind of monitoring? What’s the strategy and areas of priority? What Mike Nafziger suggests in his white paper, “Utilizing Social CRM to Enhance your Business Relationships” is the use of technology to monitor your customer’s and prospect’s social media channels and how you can use this information to improve your business relationships. Its a very interesting read if you evaluating technologies or just looking for more information on your social CRM strategy.
By: Kathy Davidson, RSM LLP – National Microsoft Dynamics CRM Partner