Social CRM is a double-edged sword. It gives businesses a tremendous opportunity to easily communicate with consumers, rapidly answering questions and responding to concerns. But it also gives companies more chances to slip-up or to be perceived as being unresponsive or uncaring. That is why a growing number of organizations are stepping beyond the confines of traditional customer relationship management and incorporating social media into the next wave of CRM implementation.
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SAP, another veteran of the CRM market, also has adapted to the new landscape by incorporating social media into its family of CRM offerings. In 2010, for example, the developer unveiled social media packages -- Twitter Customer Service, Twitter Marketing Campaign, and Target Marketing via Facebook -- for SAP CRM. As part of the SAP BusinessObjects family, SAP CRM is accessing some of that software suite's functionality, such as its preconfigured dashboards, reporting capabilities, and analysis tools.
Social is a Business ImperativeThe use of social media for a host of business purposes is rising. Indeed, social is quickly moving from cutting edge to business basic. Organizations that have so far ignored social - either because they thought it was a passing fad or just didnít have the resources to properly evaluate potential use cases and products - must start giving it serious consideration.
Social is a Business ImperativeSocial media is critical in the age of digital business. How can IT help? First, work with the marketing team to set up social networking programs on Facebook, Twitter, and LinkedIn, at minimum. Then work to put social media sentiment analytics in place to measure success.