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Social Media Is Not Social CRM, but It Can Be With These Five Steps

by Patrick Dorsey  |  
April 13, 2012
  |  19,025 views

In this article, you'll learn...

  • Five steps to building a successful social CRM practice
  • Why social CRM offers a new way of doing business

You've likely heard the following: "We need more followers on Twitter," or, possibly, "Our CEO wants more Likes on Facebook."

What's a marketer to do? Our challenge is to educate not only ourselves but also those around us.

The fact is... social media success is not just about gaining followers or "Likes." Instead, you need to track how many followers buy your products or subscribe to your services. As management consultant Peter Drucker wrote, "There is only one valid purpose for a business and that is to create a customer... The customer is the foundation of a business and keeps it in existence."

Social media is a channel, not a strategy. Twitter, Facebook, and other platforms should not be used simply because they exist. Rather, their use should be dictated by business sense. Does using the channel solve a problem or provide some other value?

A CRM Channel?


If you're developing a social customer relationship management (CRM) strategy, however, social media might be a channel to pursue.

Despite all the hype and the recklessness of slapping "social" on current business models, many industry pundits nevertheless acknowledge the emergence of a new social customer.

The social customer is redefining how people interact with brands and corporations. The social customer readily shares opinions and experiences (good and bad), and increasingly makes buying decisions based on trusted networks—spanning public and private social networking platforms and peer communities. The social customer is involved, and evolved.


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Patrick Dorsey is vice-president of marketing at Avectra, a developer of Web-based social CRM solutions.

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  • by Jeff Davis Fri Apr 13, 2012 via web

    Good points. There are so many different things that everyone needs to learn about using facebook for business (or LinkedIn or Twitter for that matter) and not only all the things they need to learn, like what is listed above, but also what to do offline to compliment and accelerate all that work that you are putting into it too.

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