Social CRM: Using Social to Gain New Business and Maintain the Old

Small business everywhere can now look to the internet, and more specifically, social media, to find new customers and see who is saying what about your company or industry. Some companies make use of a CRM, while others do it the more old-fashioned way, Excel. However you track leads and acquire new customers, social media should be part of this. Enter Social CRM.

Paul Greenberg, a CRM expert and author of the best selling book, “CRM at the Speed of Light: Social CRM Strategies, Tools, and Techniques for Engaging Your Customers,” defines Social CRM as, “a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation, in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”

Social CRM is a new term, and one that is not always easily understood or used. We all know that social media is huge, but now it is playing an even more important role in how your business finds customers and provides customer service. Social CRM is monitoring your company’s online reputation, and seeing how people interact and respond to what is being put out there.

Social CRM includes the following:

  • Public Relations
  • Customer Service
  • Market Research
  • Brand Management
  • Tracking Leads/ Potential Customers
  • Finding Leads

Social CRM acts as a supplement to traditional CRM. Social CRM focuses on the customer. The customer calls the shots. The customer determines when things are said and what is being said about your company or industry. By monitoring these actions and activities you can get a better understanding of who you customers are, what they want, and what they like. It is also a great way customer service tool.

Social CRM allows the customer and the company to work together to address issues and concerns. It provides for a direct link between client and business. This more direct link can be seen as a cause for concern for some, because there is really no filter, and if your company gets a negative review there is really no way of removing it. That is why it is so important to track your online presence. If a company sees a bad review somewhere online, they can take quick action to try and salvage the situation. Showing your customers that you quickly address the matter, illustrates your company’s commitment to your clients and customers, which in turn potential leads and opportunities will notice as well.

Creating content and keeping your social networks is already time consuming, and now you have to monitor your brand online too? YES, and if you aren’t then you need to be. You would be surprised to know all the discussion going on surrounding your industry and perhaps even your company!

One of the best ways to monitor your brand is to make use of keyword searches. Look for relevant key words, and then see who are mentioning them in their online activities. Chime in where appropriate and let your voice be heard. Address any issues with customers speaking about your products or services and thank those that are advocating for you!

The more you can have people talk about your brand and market it for you online, the better. This not only expands your audience, but attracts potential customers and allows you to nurture the leads that matter.

Thankfully for you, MySMN knows what we are doing when monitoring your brand’s online reputation. Let us, or at least let someone who knows what their doing take care of it, because, if not, you are missing out on something that could potentially be very beneficial for your business.











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