functions, it’s clear to see why the premise of many of today’s top social media best practices aremarketing driven rather than market driven.The difference between a social brand and a social business is internal connectedness,preparedness, and collaborative approach to customer and employee engagement.
A Social Media and Social CRM Strategy are Different
As good friend Paul Greenberg noted in his book CRM at the Speed of Light, “The underlyingprinciple for Social CRM’s success is very different from its predecessor….traditional CRM is basedon an internal operational approach to manage customer relationships effectively. But Social CRM isbased on the ability of a company to meet the personal agendas of [its] customers while, at thesame time, meeting the objectives of [its] own business plan. It is aimed at customer engagementrather than customer management.”At stake here is relevance among the growing base of a more connected consumer landscape.Engaging consumers from a marketing-driven approach may work for the short term, butengagement requires a holistic approach. Consumers see one brand, one company, one experienceand not a series of disconnected silos experimenting in social media without a common vision,mission, or process. While businesses are building an infrastructure to support social media,governance, policies, and strategies are only as strong as the experiences they’re designed tocreate, the problems they’re intended to solve, and the ability to adapt to and lead consumer experiences because you can see what others don’t.