By Ehab Samy
July 28, 2011
Social media has not only transformed personal interactions, but business ones as well. Most forward-thinking professionals no longer need convincing; they understand that the “social revolution” is here to stay and that it requires changes in business approach.
But the question remains: How? If your business is stuck at this crucial juncture, you’re not alone. Odds are that your company has already made some forays into the social space. Yet for many, these projects have been sporadic, generating initial excitement but failing to maintain momentum, let alone deliver measurable business results.
If this describes your company, don’t despair. As with any new trend, the early adopters sail in uncharted waters and must learn by trial and error. The good news is that proven best practices have emerged. For most organizations, the most obvious way to leverage the benefits of social media is through customer relationship management (CRM).
A practical starting point for a social CRM initiative is not to get swept up in defining “social,” but to focus first on the “CRM” part of the equation. Just as with social CRM today, the early days of “traditional” CRM saw false starts and failed projects due to weak strategies and unrealistic expectations. Today, CRM best practices are well defined and have stood the test of time. Many of these same best practices hold true for social CRM, including the need for strong executive buy-in and an appreciation of the cultural change required for a successful implementation.
Perhaps the most important takeaway from traditional CRM is the critical distinction that it is first and foremost a business strategy, and that the associated technology tools are merely facilitators to execute it. The same tenet applies to social CRM. As social networking has grown in popularity, countless tools have hit the market, but they are not a substitute for a sound social strategy.
To formulate an effective social strategy, start with a solid traditional CRM strategy, then look at how and where social channels fit into it. Here are five ways to find success:
1. Treat Social CRM as Part of Your Overall CRM Strategy
In devising your social CRM strategy, look first at your existing, traditional CRM strategy. Can you define its value? Do you struggle with user adoption? Is your system flexible enough to accommodate shifting demands and changing business processes?