The Importance of Social CRM
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Social media is a pervasive presence in corporate and personal life. Even for those who aren’t
users of social media, rarely will a day pass without encountering the presence of social media
in some aspect of their lives. Social media is clearly deeply integrated into the fabric of society,
serving as a communications channel and a way to connect with people and brands.
Marketers have long been proponents of social media as a means of engaging customers and
prospects, as well as promoting their brands. The uses of social media continue to evolve, growing
in sophistication and value. Not long ago, social media and Customer Relationship Management
(CRM) were viewed as separate initiatives with different purposes. Now, there is clear intersection
between the two, giving rise to the concept of Social CRM.
The logic is obvious: an initiative that is all about managing customer relationships should have
some degree of visibility into or integration with the vast social-media networks and followings
companies have built. This How-To Guide will explain what Social CRM (SCRM) is and how your
business can benefit, detail various applications of SCRM and outline an action plan for getting
your business started in the world of SCRM.
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