- Content Marketing
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Why Social CRM for Small Businesses?
Posted on February 17th 2013
Social CRM is shorthand for ‘Social Customer Relationship Management’, and it is much more than just a social media marketing buzzword (or buzz-concept). While the exact wording for its definition varies across the Internet, the goal is the same for all: to develop the customer-company connection into an intimate and efficient relationship through social media. Larger companies usually add a more aggressive “listening” component to Social CRM by using services such as Nimble and Salesforce.com to parse social media streams and find out what people are specifically saying, but don’t let this fool you into thinking this is only ‘a big-business thing.’ Good social customer care can help your small business stand out and increase customer loyalty and rate of return.
First, let’s take a look at some numbers from Nielsen’s State of Social Media 2012 Report:
- On average, 47% of social media users engage in social customer care
- Of that average, 9% of users referred to social care on a daily basis,
- 21% on a weekly basis, and 70% on a monthly basis
- One in three social media users prefer social customer care to talking on the phone on average
- 50% of social media users express concerns and/or complaints about products or services on social media
Social care is becoming more and more of an expectation rather than an additional bonus that businesses offer. Due to the ease and informality of communication in social media, it is easy to see how people would prefer Tweeting at a company over picking up the phone and possibly talking to an automated answering machine. But don’t just take it from us; take it from the numbers above!
How does this apply to small business owners? Great question! The answer is two-fold: First, Small businesses, by nature, are already good at doing business in a personalized way. Second, where the financial costs of social care are minimal, the rewards are large. When we say this, we mean that social care gives small business owners the ability to conduct customer service in a place where everyone can see and appreciate the time and work put into it. It can even make customer service easier if, for example, the issue or problem in question has already been asked and answered on your company Facebook wall. Here are some examples of how we do this at Leaf:
Today’s consumer is social-savvy and is hyper-informed. She can express her opinion about anything to her entire range of friends and connections. He can find answers and information on almost anything within seconds thanks to the Internet. Fast, easy, and personalized is the new way to keep your customers happy, engaged, and loyal. Ramon Ray, of smallbiztechnology.com, nailed it when he wrote “Social CRM is the new mint on the pillow”. Will you be that hotel that doesn’t leave mints, or will you be the one remembered for your awesome customer care?