How Social Media Is Changing CRM

social media

Connectivity has become the new buzzword in the world that we live in and social media forms the cornerstone of that existence. The developments have touched all spheres of human activity, including business. No wonder, there has been a substantial increase in the adoption of social media networks for business expansion and lead generation. In several instances, the enterprise’s success could critically depend on its social media strategy.

If the customer relationship management (CRM) software links comments on Facebook or Instagram pages back to an enterprise’s database and sets follow-ups for support team automatically, wouldn’t it be a great customer relationship tool? Similarly, if inputs from social media platforms result in lead generation. Integration of such platforms can help you close and create engagements with customers post-sales, a valuable tool in the fast and furious world of digital marketing these days.

Social CRM for digital marketing

Social media integration can have several advantages for a company. It can help business professionals find and engage with customers and peers. Companies can also allow customers to comment and register complaints on social media platforms. Customers, on the other hand, too use platforms frequently to post positive or negative feedback. As people get increasingly more Web-savvy, the trend is likely to pick up in a big way. In fact, support staff respond to social media complaints more promptly as nobody wants to be seen as indifferent to the needs of their customers.

Generally, enterprises have to employ people to take feedback and respond to customer issues, together with regular follow-ups with disgruntled customers. It’s best not to take chances as a small issue may boomerang into a major crisis due to the reach of social media. Therefore, a robust social media strategy can take care of such hitches and make support staff positions redundant. Additionally, embedding social media history and profile of leads into the CRM system can be handy. Thus, virtual platforms can improve customer experience and help create post-sale customer engagement as well.

Discovering the potential of social media Integration

Companies have taken to social media networking in a big way to promote brand identity, improve internal communication as well as connect with consumers and prospects.

“CRM providers are developing functionalities to combine the benefits of Enterprise 2.0 and Web 2.0 technologies. Embedding features like activity feeds, chatbots, and conversation threads in CRM applications can open doors to possibilities in software development and integrated digital marketing,” said Somesh Misra, VP, Deskera, a global cloud-based ERP and CRM provider.

The future of social media and CRM

A Gartner report says that 50 percent of big organizations would have some kind of internal social networks and 30 percent of such networks would be considered essential, like email and telephone for business productivity. It’s in the interest of organizations to draw a comprehensive social media strategy to provide their businesses a competitive edge.   

[Disclaimer: The views expressed in this article are solely those of the authors and do not necessarily represent or reflect the views of Trivone Media Network's or that of CXOToday's.]