Social Networking Should Be At The Heart of CRM Strategies

by Jim Berkowitz on September 28, 2009

Here are several excerpts from an article published in, Social networking to feature at heart of CRM strategies:

Businesses will need to start integrating social networking services like Twitter and Facebook – not to mention the ones that have yet to even be born – into their sales and CRM strategies, believes.

Two weeks ago, unveiled a new paradigm – knowledge as a service – and revealed a new Service Cloud that allows businesses to use Twitter and Facebook as part of their sales channels.

Tim Barker, senior director of EMEA Product Marketing at, explained to that soon businesses will need to create formal strategies around ensuring that if a customer asks a question or has a problem and posts their view on a social networking site that these queries are dealt with.

“We live in a world where in a very short time a service like Facebook has amassed 300 million people as a community. This is where people will talk about products and services. Firms need to get it out of their heads that it’s not just about marketing to these people but responding to their questions and providing services.

“This is not just about Facebook, Twitter or YouTube, but any online channel where products and services are discussed.

“The blur between corporate and home life has become more pronounced. Consumer trends are beginning to end up as business tools.”

Barker says the way envisages social media going is that sites like Facebook and Twitter will join a growing number of channels that will sit in on CRM systems and queries and mentions can be routed around the team in the same way calls are today.

“You could have a service team that will have the CRM technology routinely search for references to their brand. Firms could be clever and have a standard library of 140 character responses to a set of problems.

“The fact is a good number of people have opted-in to a real-time environment. The challenge for businesses is they will have high expectations and will expect responses to questions or challenges,” Barker said.


David Beard September 29, 2009 at 10:43 pm

Absolutely ..

An investment in CRM software is only partially realised without a matching customer strategy. Harnessing Social Media is an essential part of a business’ customer strategy & key to keeping customers.

-= David

Thomas trevino October 23, 2009 at 5:38 am

Good point. Whats the point of having a crm service without having leads to put in or manage. Perfect avenues for drawing in attention!

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