Explainer: Social CRM

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.

More in Media

Meta AI rolls out several enhancements across apps and websites with its newest Llama 3

Meta AI, which first debuted in September, also got a number of updates including ways to search for real-time information through integrations with Google and Bing.

Walmart rolls out a self-serve, supplier-driven insights connector

The retail giant paired its insights unit Luminate with Walmart Connect to help suppliers optimize for customer consumption, just in time for the holidays, explained the company’s CRO Seth Dallaire.

Research Briefing: BuzzFeed pivots business to AI media and tech as publishers increase use of AI

In this week’s Digiday+ Research Briefing, we examine BuzzFeed’s plans to pivot the business to an AI-driven tech and media company, how marketers’ use of X and ad spending has dropped dramatically, and how agency executives are fed up with Meta’s ad platform bugs and overcharges, as seen in recent data from Digiday+ Research.