After my in-depth article onintegration between CRM and Marketing Automation, I’d like to write about something a little lighter: Social Media. Clearly, Social Media is one of the big revolutions in marketing today. But how do you make Social Media work for you? More specifically: how do you integrate it into your normal Sales & Marketing processes?
Social Media Trends
Both in B2C and B2B markets, customers use Social Media to find products and product recommendations. Whether they use more consumer oriented networks like Facebook, or business platforms like LinkedIn, Social Media is a given. Since consumers will share whether or not they like particular products, companies can benefit by engaging in the conversation. You can share your knowledge and quickly respond to product issues.
A big trend today isSocial CRM, which is designed to engage customers in a collaborative conversation to provide mutually beneficial value in a trusted & transparent business environment (seedefinition by CRM Guru Paul Greenberg). This is a broad definition of CRM, which applies to Sales Force Automation (SFA), customer support and other applications that impact the customer relationship. Even though CRM has been around for a long time, Social CRM is very new: Greenberg published his definition in July 2009.