If Social CRM is a strategy, why mention Social Media in the definition?
It is very important to mention Social Media in the definition because Social Media has introduced the “trust” dimension to marketing equation. Before the Social Media age, Trust in marketing relationship was limited to face-to-face interactions (like friendly neighborhood coffee shop or grocery shop). What Social Media has done is to make it possible for any one to have the same sort of one-to-one relationship irrespective of geography. This kind of one-to-one relationships based on mutual “trust” are not possible through “traditional” CRM channels like phone, mail or emails. Moreover, interactions via Social Media are not only “public”, but are indexed and displayed by most search engines in “real time”, thereby having the potential to influence consumer behavior on a massive scale. Effective use of Social Media channels and tools are critical to successful execution of Social CRM strategy, hence I have included Social Media in my definition. Q: sCRM helps companies make sense of and
