I read and appreciated an article in the WSJ this morning – “Facebook: Can it be Tamed?“. Combined this with a many of the great discussions taking place on Twitter via #scrm and Blogs and it got me to thinking. How can CRM learn from a personal approach to Social Media, are they really that different?
Facebook, LinkedIn and Twitter for personal use represent a microcosm of the evolution of CRM within an enterprise. Too much information, not enough filters. In the case of Facebook, the article speaks to the redesign causing angst and too much data. I have posted before, each of us need to consider our own Social Media strategy. For me, LinkedIn is strickly business, Facebook is strictly friends (some busines associates do fall into that category, and it is where we have fun). Twitter, for me is business, with color commentary. From the article:
“In essence, the News Feed was my own personal Google search. Like Google, Facebook calculated the relevancy and authority of information before deciding to display it to me. The News Feed was shockingly complex – calculating and ranking more than a trillion items per day – and the results were very satisfying.”
It is interesting, as we are all treating social media platforms like our own personal CRM systems. Not trying to be cras, but we are making determinations of the ‘value’ of our time and what is important for us to hear, and whom to listen to – sound a bit familiar? In case you were wondering, Mom is a Platimum partner!
Enterprises have this exact same problem, as they try to jump into the next generation of CRM (SocialCRM or CRM 2.0, naming battle at 11) As @TriSynergyLL posted yesterday, while at a conference (I will use full words) “A point was made that Customers do not ask nor will they ask you (company) to join a social media (platform), they start without you”. This begs the question, which platform(s) should an Enterprise monitor? That is the hard part, International companies will not have only one, two or three answers.
What to do?
Another playa from the #scrm space is A Prem Kumar – I like his approach and he has put forth a logical foundation for all of this, you can find his musings on his blog, or follow on Twitter @scorpfromhell. Each business needs to develop their strategy. A tactical approach will fail, for sure. Once you jump in, you are in. You have just reset the expectation with your customers, backing out would be a bad idea.
To jump in without a monitoring strategy (where are my customers?) and filtering strategy (how do I pull information from data or make sense of noise), would be a mistake. While there seem to be a whole lot of tools on the market that help the analysis from a marketing perspective, putting the right tools in place from a true CRM perspective are not yet there.
David Baker says it quite well in his article, The Last Quarter Mile of CRM:
The skeptics and measurement-minded professionals scoff at the vagueness of measuring influence through social media interactions in a traditional CRM view. While the principles of CRM don’t change with social media strategies, the control of the content, message and interaction can leave strategists grasping at straws when they try to measure results — or, better yet, consider how and what to optimize.
It seems that I offered more questions than answers, but that is what keeps it interesting I suppose.