Why You’re Failing If You Ignore Social In CRM


You’ve heard all the hype about social media. Just about every business has a Twitter account these days, and blogging has long since become a venue for businesses looking to connect with customers.

Why You're Failing If You Ignore Social Media in CRM

But in their thirst for new tools, many businesses fail to understand just what role social media should play in CRM. Here is a guide full of tips for changing that…

Nurture real relationships, have a personality and a voice

Customer Relationship Management (CRM) is all about converting conversations into sales. Well, so is social media. Used correctly, social media helps a company establish its own personality and voice, showing a relatable side to its customers and increasing brand loyalty in the process.

But it also goes deeper than that. Social media represents a fundamental shift away from a linear sales model, where customers contact a company before, during or immediately following a sale. Now customers – both the loyal and those that are just beginning their search – expect constant accessibility, whether or not a purchasing decision is pending.

In other words, customers want a true relationship, not one in which they feel constantly pitched to. Sure, they’ll get excited about a company’s 50% off promotion, but they’re just as likely to retweet a company’s witty joke about Lady Gaga. Have a personality, have a voice, and go beyond pitch. Take a look at ModCloth’s Twitter feed for a great example.

Start the right conversations…

Conversations are great if you have a quality brand that people love; not so much if your brand has haters. For example, things went sour for McDonald’s when it requested users to tweet about their memories with its brand, only to have it backfire into, erhm, less than favorable horror stories about Band-Aids in burgers and diabetes.

Right conversation

Companies can’t control social media like they could control advertising and marketing campaigns. But they can start the kinds of conversations they’d like their customers to hear. This means, first and foremost, having some self-awareness about how people already perceive your brand and starting interesting, compelling conversations.

This could mean doing something fun like a contest or a game, or empowering customers by asking them for new product ideas. Keep it light, produce helpful content, be responsive and make sure to follow up on promises.

Take advantage of sales tools

Social media means more interactions with customers, which means more data to track, manage and respond to. The bigger your company grows, the more data there will be, which makes sales tools essential to ensuring no customer slips through the cracks.

Invest in a CRM that works on the cloud so you’ll be able to access customer information wherever you are. Or, if your company has the resources to do so, use a system to build a custom application for your CRM needs.

Either way, look for extra features that allow you to track campaigns, create social profiles for your most influential customers, manage your workflow and get out ahead of any new trends. And, most of all, find a CRM that helps you measure the effectiveness of your campaigns so you can better focus your efforts.

Planning and strategy

Plan your strategy

Approach social media like you would any other essential aspect of your business model. Plan a regular day for themed blog posts, like “Your Pick Thursdays” for a restaurant, or, “How To Mondays” for a web design company. If you work in a cyclical industry, consider putting together a content calendar so you’ll know when to blog about different topics.

Build in time for regular tweets, as well as time to scan those Twitter and Facebook feeds, respond to messages, sort through hashtags and reach out to potential customers talking about your subject area.

Businesses that have a deep grasp of what social media is, how it works and what they can do with it will be far ahead of the pack. So drop the sale pitch, get brainstorming, and get out there!

Adria Saracino is a marketer and blogger. When not consulting businesses on their content and PR efforts, you can find her writing about style on her personal fashion blog, The Emerald Closet.

Autor: Gabriel Catalano - human being | (#IN).perfección®

Lo importante es el camino que recorremos, las metas son apenas el resultado de ese recorrido. Llegar generalmente significa volver a empezar!


LIFESTYLE - by Esther Herrero

Being Your Brand

Branding and Strategy for Business and Life

Cruces, Sol y La Imaginación

Cuando la imaginación y la creatividad suman infinito


fanzine bejarano de historietas hecho en los 80

A Stairway To Fashion

imagination is the key

Vinod833's Blog

This WordPress.com site is the bee's knees

Apasionada de las Redes Sociales

Compartir conocimientos 2.0 y Marketing Online

Zona de Promesas

Blog de Tecnología en Español - Internet - Redes Sociales - Entrepreneurship - Innovación

Top Master | Blog


La realidad alterna

Poesías, relatos, diario de sueños

Unencumbered by Facts

Taking unsubstantiation to new levels

PsicoEmocions Blog

Un Pont entre la Psique i les Emocions



Comunicación & Marketing

De Lilian Lanzieri


Dirección estratégica para la vida

StellarHIRE Partners

Founding Partner, StellarHire Partners - Executive Search Consultants. Recent engagements include Eloqua, SFDC, Tibco and Veeam.

ivanbrunpr's Blog

4 out of 5 dentists recommend this WordPress.com site


Noticias de Tecnologia.

T a l e n t o  en  E x p a n s i ó n

Gestión de personas y transformación digital para las organizaciones líderes de la Era del Conocimiento

Two Leaves Tea SPAIN

Great Organic Tea! ✫✫✫✫✫ Te Organico en Piramides

Ideas para la clase

Experiencias creativas en la clase de español.

Little Grey Box

Travel Well

No solo los 80's

La mejor música de la historia

Molly Balloon's Blog

Identity + Dressing + Colour

El OJO PUBLICO. / Глаз общественности

Ver para contar & contar para ver. / Чтобы рассказать

Think Creative Idea Growth Hacking

Expertos en estrategia y auditoria de marketing

The Coaching Alliance

El camino hacia el éxito

Erick Lovera

Mi Pasión en un Blog

Estampas de México.

“Un fotógrafo tiene que ser auténtico y en su obra, debe expresar emociones, provocar reacciones y despertar pasiones.” ~ Javier García-Moreno E.

Natalia Gómez del Pozuelo

Escritora y formadora en comunicación


Alimentación, ocio y negocios, ALOYN, es un Grupo dirigido a Directivos y Propietarios de empresas, interesados en el mundo de la industria de alimentación y bebidas. Tanto por la parte de la industria productora como por la parte de la industria consumidora y/o distribuidora (Distribución Comercial, Horeca, Vending, Venta Directa, etc). También nos interesan las actividades ligadas al agroturismo y el enoturismo como magníficas actividades de promoción y difusión de la cultura gastronómica.

Blog de Jack Moreno

Un blog de Joaquín Moreno sobre recursos, literatura y ciencia ficción


Ensalada de Manjares


be. Intelligent Multimedia Education

~~Mente en Gravedad~~


The Xtyle

Fashion Blog - Un Blog de Moda y Tendencias by Bárbara Sanz Esteban

aníbal goicochea

Tecnologías de la Información y Estrategia

A Waterfall of Sound

"Poetry is when an emotion has found its thought and the thought has found words." Robert Frost

Health & Family

A healthy balance of the mind, body and spirit

Style & Design

Fashion Trends and News


News, Headlines, Stories, Video from Around the Nation

A %d blogueros les gusta esto: