In practice, this means that companies can carry out effective actions related to sales, marketing and customer service in social networks, based on the analysis of information published in the networks and the behaviour of its members. The type of actions depends on the company's business objectives and custom-designed Social CRM strategy.
Social networks and sites are a new, direct (one-one relationship), very wide channel of contact with customer. The basic advantage of this channel is its size, range and the fact that its users are very active, willing to say/write a lot about themselves, comment reality, provide information about their preferences, and join groups of certain interests.
Social networks are a source of great, free self-built knowledge that, following analysis, will allow the company to develop and optimize its business.
The potential which lies in social networks may be skilfully used to win the favour and commitment of your customers. It is also possible to compromise the company’s image, become exposed to community anger and lose clients. Social CRM shows how to plan and carry out actions in social networks in order to reach the real business value.
Social CRM tools can be commercially used in the following areas: marketing, sales, service. The social area is e.g. support for critical situations such as natural disasters: floods, fires (the WeKnowIt project implemented by Software Mind SA).
The Implementation of the Social CRM strategy would not be possible without the use of modern technology. This technology is not only social networking sites but also systems allowing to extract and carry out multi-dimensional analysis of vast amounts of data connected with customers and systems allowing to use this information in operational activity of the company.
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