As social media has transitioned to one of the primary methods that consumers use to interact with brands, social CRM is increasingly being viewed as the future of customer relationship management. Social media has changed the way that brands and businesses interact with consumers, not only shifting the channels and communication methods but also putting significantly more choice and control into the hands of customers.
What is social CRM?
The structure of social CRM could take many different forms but there are three key functions that define what social CRM looks like, now and in the future.
- A single interface for all social channels. A social CRM platform enables social messaging activity to be centralised so that everything can be managed from one single place. Messages can be sent and received, scheduled for sending at a date in the future and replies can also be managed in real time.
- Tracking key terms. Social CRM also provides a way for businesses to monitor social reputation. Key terms can be tracked and researched across any social platform so that relevant mentions can be noted and monitored and contact made with the right social users.
- Reporting and metrics. Social CRM can also supply insights that will provide information that can be used to identify where social campaigns have been successful and across which channels.
Social CRM and the future
There are already many different options for social CRM and these are likely to evolve as it becomes a more central component in marketing infrastructure. Social CRM solutions can vary, from the most basic posting and sharing functions through to data import, analytics and reporting. The future of social CRM could include some, or all, of the following components, depending on the solution that you choose.
- A single social view – all the channels, from Twitter and Facebook to LinkedIn in a single place.
- A social media dashboard – effective management of interaction with customers via social with options including viewing incoming data, sending out messages across multiple platforms, allocating contacts as leads or prospects and filtering social contacts, for example by location.
- Social linking – adding social links into materials used for marketing and then tracking the results.
- Social metrics – analytics via social CRM will provide insight into social media performance and data, including social performance over time, connections made via social media over time, social updates and posts that were the most popular, breakdown of followers who are customers, competitors or leads, and statistics in terms of follow back.
- Social manager – the evolution of social CRM to create a way to engage customers in conversation to help drive brand engagement and support customer service.
Social CRM has the potential to change the way that brands and customers interact and to produce more return on marketing investment. If you’d like to find out more about CRM and what it could potentially do for your business, now and in the future, speak to a member of our expert team.