By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    data Analytics instagram stories
    Data Analytics Helps Marketers Make the Most of Instagram Stories
    15 Min Read
    analyst,women,looking,at,kpi,data,on,computer,screen
    What to Know Before Recruiting an Analyst to Handle Company Data
    6 Min Read
    AI analytics
    AI-Based Analytics Are Changing the Future of Credit Cards
    6 Min Read
    data overload showing data analytics
    How Does Next-Gen SIEM Prevent Data Overload For Security Analysts?
    8 Min Read
    hire a marketing agency with a background in data analytics
    5 Reasons to Hire a Marketing Agency that Knows Data Analytics
    7 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: Social Media and CRM
Share
Notification Show More
Aa
SmartData CollectiveSmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Business Intelligence > Social Media and CRM
Business Intelligence

Social Media and CRM

JillDyche
Last updated: 2009/03/03 at 2:39 PM
JillDyche
6 Min Read
SHARE

My client is a long-time, self-described “data geek” and we get together when I’m in the Bay Area for status updates and some gossip. So here we are sipping our lattes at the headquarters espresso lounge and we’re not talking about data models (yet), open source BI tools, or what new information Marketing needs for its campaigns. “Our CRM is Web two-oh,” he tells me as he bites a biscotti.

127420113_a3aa74cc7e_o

photo by filipe ferreira

This is a departure for him, and I’m not sure what to make of it. “Really?” I say, cursing my lack of creativity but at the same time not wanting to prematurely prescribe anything.

“Yeah,” he says as he chews. “We have a corporate LinkedIn profile, our sales reps are friending all our clients on Facebook, and we have a corporate commercial on YouTube. AND,” he adds, inserting a pregnant pause for effect, “I just convinced our CEO to do Twitter!”

More Read

use AI to automate linkedin messaging

Implementing AI to Automate LinkedIn Messaging

Use AI to Get the Most Out of Your Social Media Marketing Strategy
Leveraging Social Analytics for Optimizing Your Marketing Strategy
Data-Driven LinkedIn Marketing Tips to Try In 2021
4 Amazing Time Saving Analytics Tools For Social Media Marketing

“So how are you measuring success?” I ask him. It’s a genuine question, but his expression changes immediately, and I realize I just graded a C minus in my role as Trusted Advisor. My client explains that though they haven’t worked out measurement yet, the fact that they’ve embraced social media is in itself a major cultural leap, …

My client is a long-time, self-described “data geek” and we get together when I’m in the Bay Area for status updates and some gossip. So here we are sipping our lattes at the headquarters espresso lounge and we’re not talking about data models (yet), open source BI tools, or what new information Marketing needs for its campaigns. “Our CRM is Web two-oh,” he tells me as he bites a biscotti.

127420113_a3aa74cc7e_o

photo by filipe ferreira

This is a departure for him, and I’m not sure what to make of it. “Really?” I say, cursing my lack of creativity but at the same time not wanting to prematurely prescribe anything.

“Yeah,” he says as he chews. “We have a corporate LinkedIn profile, our sales reps are friending all our clients on Facebook, and we have a corporate commercial on YouTube. AND,” he adds, inserting a pregnant pause for effect, “I just convinced our CEO to do Twitter!”

“So how are you measuring success?” I ask him. It’s a genuine question, but his expression changes immediately, and I realize I just graded a C minus in my role as Trusted Advisor. My client explains that though they haven’t worked out measurement yet, the fact that they’ve embraced social media is in itself a major cultural leap, as well as a personal career coup for him.

But is it really? Anyone in a bowling league, a reading group, or yes, a corporation, can throw together a MySpace page or cultivate a tribe of tweeple on Twitter. The adoption of online tools doesn’t automatically propel a company forward into the new world of social media any more than partying at Social Hollywood makes you a hipster. The art isn’t in establishing a social media presence as much as it is closing the “talking-listening-acting” gap.

When social media pioneer Scott Monty joined Ford Motor Company last year he set about helping on-line content providers tell “richer stories” about the Ford brand, once engaging a web site owner that Ford’s legal department had considered suing in a positive partnership dialog. The point is that Monty and his team have their ear to the ground when it comes to the Ford brand. They regularly act on the information they access—from online tools and elsewhere—to refine that brand. And yes, a potential Ford Focus buyer can indeed use the website’s RSS feeder to get regular SNPRs (Social Media Press Releases) and other updates about the car pushed to her reader or e-mail account.

My client wants to talk to me about the virtues of Facebook over MySpace and how FriendFeed can help drive more engaged customer conversations. But I owe it to him to tell him that this isn’t the hard part. The hard part is establishing new business processes and job roles in order to use these and other emerging social media tools effectively. It’s establishing on-line personas that are legitimate and empowered to engage in sometimes-difficult conversations. It’s about more than listening to or even  celebrating customers. It’s about formalizing new ways to capture this data, use it to re-segment customers, measure your share-of-voice, and redefine customers’ experience with your products and your brand.

And if you make some friends in the bargain? Well, that’s kewl too. E-mail me your comments—or tweet me @jilldyche if you’re already there.

Link to original post

TAGGED: facebook, linkedin, social media, twitter
JillDyche March 3, 2009
Share This Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

smart home data
7 Mind-Blowing Ways Smart Homes Use Data to Save Your Money
Big Data
ai low code frameworks
AI Can Help Accelerate Development with Low-Code Frameworks
Artificial Intelligence
data Analytics instagram stories
Data Analytics Helps Marketers Make the Most of Instagram Stories
Analytics
data breaches
How Hospital Security Breaches Devastate Local Communities
Policy and Governance

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

use AI to automate linkedin messaging
Artificial Intelligence

Implementing AI to Automate LinkedIn Messaging

10 Min Read
use ai to get the most out of your social media strategy
Social Media Analytics

Use AI to Get the Most Out of Your Social Media Marketing Strategy

6 Min Read
leveraging social data for ROI
Social Media Analytics

Leveraging Social Analytics for Optimizing Your Marketing Strategy

9 Min Read
big data in linkedin marketing
Analytics

Data-Driven LinkedIn Marketing Tips to Try In 2021

10 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

AI chatbots
AI Chatbots Can Help Retailers Convert Live Broadcast Viewers into Sales!
Chatbots
AI and chatbots
Chatbots and SEO: How Can Chatbots Improve Your SEO Ranking?
Artificial Intelligence Chatbots Exclusive

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?