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There are six simple things you can do to take advantage of CRM in social media today

1. Embed social media into an existing initiative / CRM programme

• Social media shouldn't be developed as a standalone channel strategy. It's best planned as part of an existing initiative that is important to your business, that requires channels working together to grow value, and that has clear and actionable success metrics.

2. Conversation monitoring - start with the first scan

• There are tools available which can now analyse and organise what your customers are saying about you in social media. It's time to take advantage of what is undoubtedly the most powerful, most transparent, mass insight methodology available.

3. Skill up your marketing and service organisation to dialogue

• Don't leave talking to your customers to an intern or an unqualified company. Take care in choosing who is going to be dialoguing with your customers. It will require your front staff being fast, being on brand, and being able to resolve or action solutions to your customers' problems

4. Develop rules of engagement

• Most companies don't have social media policies in place. You’ll need clear guidelines on tone of voice, issue resolution and escalation and legal requirements (Don’t forget to include your legal team!)

5. Plan the engagement

• Content or experience that engages your customers in authentic conversation which can be delivered as CRM in social media

6. Identify the best platform (the website, community, social network) for that conversation.

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See Also

Social Networking Dos and Don'ts