Media

Explainer: Social CRM

April 14, 2011 | By Carla Rover

What It Is: A classic social customer relationship management (CRM) platform has the ability to locate, collect, and track data generated through major and niche social networks that relate to a particular brand and generate reports, analysis and direct responses to consumers. It allows users to route data to various projects and flag data to trigger various actions, either manually or programatically.

Why It Matters: Social CRM does more than simply spill tallies of Facebook likes into a spreadsheet. Social CRMs permit users to integrate data findings into workflows and connect social network analysis to business process logic from a single dashboard. That helps eliminate disconnect between ad spending strategy and the analysis of public sentiment online by allowing decision-makers to see what people are saying about the brand and where they are saying it to the greatest effect.

Who Is Using It: Any large company that has a social media presence uses some form of a social CRM platform to manage the volume of responses and conversations occurring constantly. Although many data management platforms (DMPs) perform many of the same tasks as social CRM platforms, DMPs usually don’t offer the range of detailed management tasks for social network interactions that classic social CRM platforms provide. Some leading social CRM companies are Lithium, Jive Software’s Engage and Mzinga.

Assessment: Companies with a significant social media presence should use a social CRM to manage social media responses and keep tabs on brand and consumer interactions online, in addition to using other social listening products. Social CRM platforms provide a structure to social media management that saves time and resources when dealing with a large volume of customers. Social CRM platforms make social media management more user friendly, helping CMOs spend less time on understanding social and more time trying to generate ROI.

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