The definitions of social CRM usually differs from place to another but at the heart the usage of social media platforms to understand clients’ requirements and also to increase the engagement level with clients by offering a platform for promoting the company’s products and also services.
And although social CRM has been often been appreciated for offering the firms new avenues for boosting the engagement level with clients, firms are needed to make sure that they also utilize the channels their clients are using so that the different aspects of client relationship are properly taken care of.
For the successful implementation of a social CRM strategy, a lot of hard work is needed in the right direction besides choosing just the right tool or software. One of the foremost important thing is setting up the company’s culture for attaining success is essential.
Recently, Gartner undertook a study which cited that B2B investment will be accounting for almost 40% of the expenditure on social software and business services by the year 2016. It is believed that keeping a track of the CRM growth can be a ‘tough’ job but it is time that more firms are required to be more committed to their social CRM strategy so that they do not lose touch with their customers.
There are certain pointers which needs to be kept in mind –
- Prioritizing social CRM
To start with, companies must kick off with a particular choice of which platforms to strengthen their presence on. A firm is not able to fulfill its objectives by just creating a Facebook page and then claiming it to be the social presence. Every company must find out the popular social media platforms which the clients are using. A recent study by Pew Research Center, most of the consumers are on A multi-channel approach is the need of the hour for most of the organizations where carrying out interactions with clients is an utmost requirement. Just by using any one particular social media, it is difficult to increase the client count.
- How to define success
There are few firms that might resort to defining the success rates when it comes to a social CRM strategy with the amount of exposure a product enjoys. It can be measured on the basis of the number of posts that get generated or number of followers on a particular social media platform such as Facebook, Twitter, etc.
This is where the importance of meaningful exposure assumes importance, which often means that it is a good tool to create word of mouth marketing for any company or about its products or services. For mostly companies, the priority is given to client engagement, which is followed by ROI and follower count. Success rate of any company is measured in regard to engagement and client conversion ratio.
- Locating a metric that functions well
Firms with just few clients witness many challenges and when it comes to giving a proper definition to the metric for success, it becomes all the tougher. Also, companies are required to define the role of social CRM and how social CRM impacts the marketing and sales initiatives, which gives a positive direction to any business.
- How social media can affect negatively
It is a known fact that not all of the social media content is positive in its outlook and firms should have the knowledge about how to deal with the negative sort of client feedback. Social media can play a negative role here as visibility of the client negativity has become more upfront. In the past, companies were limited to just emails was a popular way to interact with the clients but now a single post has the potential to harm the image of the brand quite quickly.
- Promoting the culture of social media
It is essential for businesses to promote the social media culture awareness at different levels. Hence, it is important to understand the relevance of social media even if it is not being used.
As we all know that social media is strongly engraved in our mindset, it is essential that companies come forward and accept the rapid changes as quickly as possible. A social CRM is a good tool to promote the functioning of any company irrespective of its industry and employee strength.