Social CRM Automating what you should be doing
So you have a Facebook Fan Page and a Twitter Account what do you do next?
If you have a large brand or company and a lot of activity on from your network of friends you need to leverage what CRM provides to every other interaction your company receives online – automate the process! So, here are some things you should look at doing to improve the efficiency and improve the social experience a client or potential client of yours has with your social site (Facebook, Twitter).
- Capture all messages initiated through a social site into your CRM.
- Enhance your CRM contact information to include social site user identifiers (Facebook username, twitter account, etc).
- Create or match the contact so that you can retain all history for that individual in your CRM
- Get the message to the right people – route support and service requests to the appropriate staff while product or other requests to the appropriate sales or marketing supports staff.
- Track each interaction so you can quickly get an idea of how big of an effort your “Social” experience will take to support (are you getting 20 messages a day or 2,000)
- Respond QUICKLY this is a general rule but in the Social world your clients, prospective clients and competitors can see how long it takes you to respond to questions or postings. So, if it takes too long bad things can happen control the message.
- Be human in responses – don’t just reply with a cut and past link to a support or product page to your site. Have all posts include the human touch as Social networking sites are about personal one-to-one conversations and should be treated as such.
There are many things you can to do start this process but as we all in the commercial sector we are trying to find the best way to keep the social sites fresh, friendly and personable at the same time ensure we are capturing, tracking and routing the information to the appropriate people. If you have any ideas let me know.
