No, no, I’m not suggesting we remove the stake Paul Greenberg drove into the ground, but lately I’ve come to realize there are (at least) two times when using social media to promote your business or organization should not be referred to as “Social CRM.”
The first instance is when you are using social media only to sell yourself or your product, not to build loyalty, craft an experience, and drive long-term relationships by listening to your customers. In this case, the organization decides to jump into social media and just start firing off tweets, posts, or collecting friends and followers. There’s little interest or understanding of social media or creating value for the followers.
Ask yourself this, does your strategy allow the customer to participate in the conversation (or even “own” it) to the extent that you actively listen and respond as they suggest? If not, it ain’t social CRM.
The second instance is when social media strategy is designed by a department in your organization other than the CRM Department. In my organization, at the national level, the CRM Department is a part of the Marketing Department. We’re engaging in social CRM but it’s referred to as our “social media strategy.”
Going into a meeting where another department is responsible for social media strategy and throwing around the term, “Social CRM” is not going to enhance your relationships with the others. However, in this case, the outcome is the same, to engage customers, listen to them, increase their loyalty, etc.
So I’ve become bilingual. When I’m blogging or tweeting about it, I call it Social CRM or #scrm. When I’m planning or executing within my own organization, it’s our social media strategy.
Either way, it’s all about the customer.
No matter which strategy you use, follow me on Twitter. I’m txglennross.