Are You a Social CRM Native?

WoodWing

The shift to social CRM is more than an adoption of new operational models or technologies,” says Sandy Carter, vice president of social business evangelism and sales for Armonk, N.Y.-based technology firm IBM. “It is a philosophical, cultural transformation concerning customer relationships, which is still in the early stages for many. Businesses need to stay laser-focused on what their customers value in social media to reap the full potential of a successful social CRM strategy.”

Because customers vent about their experiences with marketers on new platforms as they appear, direct marketers are always under pressure to keep up with new developments in the industry. And, as Carter says, one of the biggest recent changes is the role of social media in customer relationship management (CRM). Is it enough to just start a Facebook page or a Twitter account? Do you know how to behave around customers on those networks? What does it take to implement a social CRM strategy that will do more good than harm?

“I think most companies don’t use for CRM, they use it for prospecting and acquisition,” says Wendy Montes de Oca, author and principal of Precision Marketing and Media. “They also don’t think in a strategically creative mindset and realize all the potential things that can be uploaded to Facebook, for example. There are so many free apps and tabs and templates and things that can be used to communicate with customers and promote company milestones, special offers, live or virtual events, and more.”

How well do you know the best practices, advantages and risks of social media CRM? Take the quiz and see how your answers compare with those from our panel of social marketing experts.

The Questions
1.
What mistakes are companies making in their social media CRM strategies?

a. Not being on enough social networks to effectively communicate with their customers

b. Not having a strategy in place that sets goals and expectations and tracks metrics to determine ROI

c. Not using videos, apps and other new technology to “WOW” customers and spur more sales

d. All of the above

2. What CRM activities are social media best used for today?

a. Engaging in two-way conversations with customers that can be leveraged to create positive experiences, online and offline

b. Having a representative on the network to do “damage control” on negative social media discussions that have gotten out of hand

c. Sharing offers and promotions with your social networks so they can promote them to their networks at no cost to you

d. All of the above

3. How should you handle customer complaints on social networks?

a. Ignore them, they will go away

b. Bury the negative feedback with a rapid succession of positive posts and strong offers

c. Engage complaining customers in dialogue and work with them to find a solution

d. All of the above

4. Which of the current social media platforms are best suited for CRM?

a. Facebook

b. Twitter

c. Pinterest

d. Whichever platform your customers and prospects are on

5. What’s most likely to change about social media and CRM in the next couple of years?

a. New platforms

b. New ways to use social media

c. Increasing use of social data collected from customers

d. All of the above

__________________________________________________

1. What mistakes are companies making in their social media CRM strategies?
Answer: b.
Not having a strategy in place that sets goals and expectations and tracks metrics to determine ROI


Publish date: June 1, 2013 https://dev.adweek.com/performance-marketing/are-you-social-crm-native-best-practices-make-your-customers-happy/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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