Social Customer Relationship Management (Social CRM) is an organisational approach and technology solution that integrates traditional CRM practices with social media interactions. It intends to support organizations in better understanding, engaging with, and serving their customers via social media and other online channels.
Key Features/Benefits of Social CRM
Monitoring Social Media
Social CRM entails tracking and analysing mentions, discussions, and feedback linked to a company’s products, services, or brand on social media channels, forums, blogs, and other online platforms. This information can be used to gain insight into client sentiment and preferences.
Interaction and Engagement
Social CRM encourages businesses to engage with customers on social media actively. Responding to consumer enquiries, addressing concerns, distributing content, and participating in relevant conversations are examples.
Consumer Insights
Businesses can acquire significant insights into consumer behaviour, preferences, and trends by collecting and analysing data from social media interactions. This data can be utilised to customise products and services, marketing initiatives, and customer service activities.
Integration with CRM Systems
To provide a comprehensive perspective of client interactions, social CRM platforms are frequently connected with traditional CRM systems. This enables organisations to merge data from social media with data from other client touchpoints such as email, phone calls, and in-person contacts.
Lead Generation and Sales
Social CRM can be utilised to generate and nurture leads. Companies can use social media to find potential customers, track their involvement, and convert them into paying customers through focused marketing and sales activities.
Customer Help and Issue Resolution
Using social media channels, businesses may provide quick and efficient customer help. Customers can contact businesses with queries or problems, and businesses can reply swiftly to fix them.
Brand Management and Reputation Monitoring
Businesses can use Social CRM to manage their brand reputation by monitoring online mentions and responding quickly to bad criticism or misinformation.
Collaboration and Knowledge Sharing
Social CRM frequently entails intra-organizational collaboration. To improve decision-making and customer service, teams can share information and insights generated from social media interactions.
Analytics and Reporting
Analytics and reporting features in social CRM platforms enable firms to analyse the impact of their social media initiatives and make data-driven choices.
Who can benefit from Social CRM?
The Sales Team
Sales teams may provide more relevant and useful offers to customers. Sales professionals may better determine where leads are in the sales funnel based on prospects’ social media updates.
Social CRM increases customer loyalty by 55%, which increases sales revenue by 54%. (Salesforce)
The Marketing Team
Social CRM supports the marketing team in reducing marketing expenses by enhancing brand visibility and reach. Social CRM offers better, more precise, and relevant segmentation of the target audience, which improves experience personalization.
Devoting as little as 6 hours per week to social media participation decreases overall marketing costs dramatically. (Salesforce)
The Customer Support and Customer Success Teams
Customer support and Customer Success departments can track client activity and provide more personalized problem-solving support. This significantly improves client satisfaction.
79% of customers felt that social CRM improved their customer experience. (Salesforce)
Top Social CRM Tools
Salesforce Social Studio
Salesforce Marketing Cloud Social Studio is a tool for managing, scheduling, and tracking social media posts across multiple social platforms. It offers online training and is fully customizable. It supports a free trial, then $25 per user per month.
Hubspot
HubSpot’s CRM includes social CRM solutions such as social media monitoring, publishing, and engagement. It is a well-known multichannel tool. It is customizable and free to use.
Zoho
Zoho Social is a social media management application that assists organisations and agencies in expanding and growing their social media presence. Social can help you post, schedule, monitor, and assess your social media content from a single interface. It is not fully integrated but offers a lot of features. It is available at $12 per user per month.
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