Tools to Identify and Manage Relevant Social CRM Data - dummies

Tools to Identify and Manage Relevant Social CRM Data

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

Information flows in many directions in Social CRM. It isn’t just companies shouting through a bullhorn to customers. Consumers engage brands on customer-preferred platforms, and then other customers, vendors, partners, and employees join the conversations. This provides a very different view of customers, one that is closer to a 360-degree view.

This is all great news for business, albeit at times a bit overwhelming. A tremendous amount of data is gathered every day, and not all of it is useful.

In order to sort through all the social data available and turn it into useable metrics, businesses need social CRM monitoring and reporting tools. These solutions allow businesses to harness their data and translate it into a greater understanding of the social customer.

Filters and processes can help you sort out what’s relevant. To do that, take a moment and think about what you want to know about your customers, in a perfect world with no data restrictions. Identify the key traits or features that you need to get a clear and accurate picture of your social customers. This varies by industry, and may change within your own business. Consider the following examples:

  • When you’re rolling out a loyalty program, you may want to know who your most engaged customers are. You could look at how many sales can be attributed to current customers, or how many times customers share your messages in social media.

  • During back-to-school season, you might then want to know how many customers have children, and their ages.

  • When you open a new bricks-and-mortar location, you’ll need to know which customers live in that area.

All this information is available through social channels. You just have to know where to look, and how to get it.

Plenty of tools can help businesses mine data from the social chatter. Your options include the following:

  • Each social network has its own innate reporting capabilities, such as Facebook Insights.

  • Social CRM solutions also include reporting.

  • Sites like MediaVantage and Track Social have taken data collection and analysis to a new level. These sites can pull all the data into one place and enable businesses to customize analytics and reporting formats for their needs.

No matter what tools you use for reporting and data analysis, make sure that you’re looking at data within the context of your business structure. Determine relevant metrics to help you reserve resources and focus on the social conversations that hold the greatest value.