Social Channels: Engagement, Integration and Response
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Overview: Increasingly, the customer doesn't really care which twitter handle is your official support or marketing channel or where the appropriate place on Facebook is to engage with you. This puts serious strain on organizations that have traditionally broken out functions by sales, marketing and support. Social Channels require that we rethink how we engage and route the right discussions to people with the best answers - be those in traditional customer touch point roles or experts hidden inside organizations. As important, we still need to have a process and the needed technology to move social media discussions into traditional process that's often powered by CRM, Call Center or other programs.