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The Role of Social Media in Social CRM

Customers, and social media, more now than ever, influence Social CRM and the way that companies conduct business. Customers don’t run your business but they do determine how you engage them. Listening to customers’ suggestions and indicators for preferred communications methods through social monitoring tools like Google Alerts and TweetDeck just makes good business sense.

Social CRM requires that you learn a new way of customer relationship management — listening and adjusting your business messages to maximize profitable opportunities. You can still run business as usual, but don’t miss opportunities to hear what your customers are really saying about and to you through their social networks.

Customers want to engage on a social level with brands, similarly to how they communicate with friends and family. For example, Facebook users can tag photos, comment on posts and photos, and make recommendations to connect with a company, product, or brand. That’s a good thing — at least it’s better than sending your company unsubscribe or do-not-contact messages.

With social media, businesses can have more channels where they can reach customers in a less in-your-face manner. Businesses just have to get up to speed with adjusting and personalizing their messages to varying audiences on varying channels, including Twitter, Facebook, Pinterest, Foursquare, and so on. Managing the social channels is the fundamental idea behind social CRM.

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