Social CRM: Take the Leap of Faith

In recent months, several publications, analysts and bloggers have highlighted the importance of Social Media and the need for allocating resources for Social CRM initiatives. I have published several blog posts on the subject and some of them are listed below:

• When it comes to Social Media, CEOs and CMOs should lead from the front

• Dear CMOs, Wake up to Social Media challenge

• What is Social CRM and why it is important

• Why NOW is the time to invest in Social CRM

• 2010: Year of Social CRM

• Social CRM: Top priority for CMOs

But inspite of all the attention Social CRM has received in mainstream and social media, many companies are reluctant to invest in Social media initiatives and programs. This is confirmed by findings of a recent study by Burson-Marsteller titled Global Social Media Checkup. It was found that only 20% of those surveyed used all the four Social Media channels, namely Twitter, Facebook, Youtube and Blogs to engage their stakeholders. Social Media involvement of these companies can best be described as “minimal” (see following slideshare presentation for more). And if this is the level of involvement...

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