Connect with us:
Social Media Today on FacebookFollow SocialMedia2day on TwitterJoin SocialMediaToday LinkedIn Group

How Does Social CRM Work for Brands?

Social CRM

The next edge for the organizations that want to optimize the power of social interactions & get closer to customers is the Social CRM. Getting closer to customers is the top priority of every brand. Today’s brands are passionately building social media programs to do just this.

Earlier, the social presence of brands and handling customer engagement was done by the Public Relation (PR) department of an organization. With the ever evolving personalities of the customers, brands need to successfully exploit the potential of social media, companies need to design experiences that deliver tangible value in return for customer’s, Time, Attention, Endorsement and Data.

There are a few reasons that are making every brand stimulate over the Social Media to create a strong Customer Relation.

Growing level of interaction

Over a thousand million users have actively embraced the social media in the shortest spam of time. Clearly, this is where customers are gathered and brands want to be. Social media holds enormous potential for companies to get closer to customers and, by doing so, facilitate increased revenue, cost reduction and efficiencies.

With social media, though, companies are no longer in control of the relationship. Instead, customers are now driving the conversation, which can trump a company’s marketing, sales and service efforts with unprecedented immediacy and reach.

Successful business via social media apps

Use social media to identify who is driving the most conversation about your brand, then reach out to those loyal users and build a managed relationship with them. the IBM surveyed research states that,

  • Nearly 80 percent of the online consumers we surveyed have at least one account on a social networking site where they can quickly and Easily connect with people.
  • Almost half have accounts on media sharing sites where they can access or upload photos, videos and other Types of media.
  • But only a fraction of consumers, a mere 5 percent, consistently take the time and effort to regularly respond to other’s Comments or post original content.
  • For businesses, the challenge is unlocking what their customers care about and creating social media experiences that deliver that value. But first, companies need to understand the dynamics of consumer growth and activity on social sites and take stock of consumer attitudes and the triggers that compel them to seek out a company in the first place.

Although the consumer rush to social media is indeed impressive, companies also need to be aware the numbers can be deceptive.

Offline Brands

Companies that struggle with transparency risk being perceived by customers as insincere or manipulative. These types of organizations may find it difficult to interact with the authenticity that has become a must for business customer interactions in social media.

  • Quiet enough already interact with brands available over social media where as some make sure that the brand is communicating on basis of honesty while some don’t interact with brands at all.
  • Interactions with businesses are not the same as interactions with friends. Most consumers are not motivated brand advocates who connect with a company primarily to feel associated with a brand community.

Online Brands

Companies, clearly aware of this global social media phenomenon, are feeling intense pressure to get in on the action. Nearly 70 percent of business executives say that their companies will be perceived as “out of touch” if they don’t engage, and over half believe their competition is successfully reaching customers through social media. Not surprisingly, their rush to embrace social networking sites has reflected consumer’s adoption, with 79 percent claiming a profile or presence on a social networking site at least and over half use media sharing and micro-blogging sites.

  • Consumers are willing to interact with businesses if they believe it is to their benefit. They can trust the company and decide social media is the right channel to use to get the value they seek.
  • Companies have some confusions regarding why consumers interact with them via social sites they think consumers follow them via social sites basically to enable consumers on Facebook to select products and purchase directly from a Facebook page.
  • That value could be in the form of a coupon or specific information. Engaging with a company via social media may result in a feeling of connectedness for consumers.


Organizations need to be aware that less than half their customer base is likely to interact with them in a social media environment. This can fluctuate, of course, depending on the targeted market for a particular industry or type of business.

With all being said, let us conclude with a positive idea for marketers and public relationship officers that “SOCIAL” in “Social Media” stands for interaction. It’s the duty of the brand to engage its user through daily posts, updates, news related to build a healthy social CRM before losing its customers attention completely.

Join The Conversation

  • Syed Noman Ali's picture
    Sep 16 Posted 3 years ago Syed Noman Ali

    Great to see your feedback @Ava, thanks for the comment. (Y)

  • Ava Cristi's picture
    Sep 16 Posted 3 years ago Ava Cristi

    If there is less interaction between a brand advocate and the company, there is a greater chance for the advocate to switch brands. That’s because of the one-sided relationship scenario. But let’s not also forget the commitment when a company engages social media, that as you say, defining SOCIAL in social media as interaction, Syed. Thanks for the insight!

  • Syed Noman Ali's picture
    Sep 16 Posted 3 years ago Syed Noman Ali

    Hey James thanks for your comment, :)

    I just want to say here, these all posts is coming from our own blog Cygnismedia, and SMT used our feed to publish on their website. 

    I am not copying from anywhere, SMT used our feed to republish our post. I think you are new here thats you are not aware to the posting policy.


    Cheers, Have a good day.

  • Jim Starr's picture
    Sep 15 Posted 3 years ago Jim Starr


    With all due respect, I would humbly submit that the very same kind of trust and credibility you advocate for could be called into question when an article such as yours contains so many fundamental errors. Just as a brand appears disingenuous when it appears to be on "auto pilot" in its messaging, I could not help but wonder several things when reading your piece:

    1. Is it more important to Norman to get a post online than to take the time to say it clearly and thoughtfully?

    2. Thus, is he cynical, and more concerned about making an impression than in teaching me valuable information?

    3. When his introductory paragraphs contain so many errors, but closing paragraphs so few, does this mean he has plagiarized (copied without attribution) large portions of his article?

    As a writer in social media, I'm deeply concerned about the quality of content online, but especially when it makes its way to a resource such as LinkedIn. When articles have abundant errors or appear to be stolen from other sources, it compromises the credibility of everything on such sites, including my own contributions.

    My expectation is that the above is not your intent, but I hope you'll understand how important it is, especially given your advocacy for transparency and credibility. If you would like to know more specifically how your article might be rid of the kind of errors I'm referring to, I've made an annotated PDF of it that I'd be happy to send you.


    Jim Starr



Webinars On Demand

  • May 09, 2017
    With all of the technologies available to marketers today, have we lost that personal touch? Join VP of Content Marketing for ON24, Mark Bornste...
  • April 05, 2017
    In the ever-changing world of digital marketing, operational efficiency, quick turn-around times, testing and adapting to change are crucial to...