The Value of Social CRM to Your Business

Social-CRMHow often does your business use social media? What are your reasons for using it? Do you use social media solely for product promotion, or do you join in with the conversation your customers are having?

In order to be successful in today’s socially-driven culture, businesses need to embrace social media not only as a part of their marketing strategy, but also as a part of their CRM strategy. The relationships built on social media channels can be some of the strongest relationships your business develops – if you know how to do it right. Here are a few tips to help you utilize social media tools (along with your CRM solution) to strengthen customer relationships and improve customer engagement:

  1. Choose 2-4 social media platforms to devote your attention and develop a plan of engagement. Spreading yourself too thin on social media channels will not help you accomplish your goals. If you are active on every social media platform around, you will not be able to personalize your communications and interact with your customers in the way they desire. Focusing on a few platforms, however, is more manageable and can transform your relationships with your customers.
  2. Use social media to introduce your followers to your employees. Your employees are the ones who will spend the bulk of the time interacting with customers and managing their accounts, so introduce them to your followers. Let your followers get to know your employees on a more personal level. You can do this through short feature bios, or you could even give one of your employees control over your social media accounts for the day to answer questions and interact with followers.
  3. Respond to posts on your social media channels, and use them to make a bad experience right. Your followers want to hear from you, so respond to their posts or mentions. Interact with them outside of posting your latest blog or promoting your newest product. Did someone recently post a poor review on your Facebook page? If you are using social media as part of your customer relationship strategy, you would not only respond to their post, but you would do everything in your power to make the situation right. This will show your followers that you are serious about maintaining your image and care about your customers.
  4. Post things your followers want to see. If you are relying solely on self-promotional posts, your social media efforts will fail before you even begin. Make your posts personal and find out what your followers what to see and hear from you. Once you have an idea of what your followers expect, deliver!
  5. Be helpful. Customers and potential customers like to use social media to get a feel for a company and its products/services without having to make a commitment. Make yourself available to answer any questions your followers may have. You never know who will continue on to be a loyal customer.
  6. Use your CRM software to monitor customer interactions on social media sites. Today’s modern customer relationship management (CRM) systems can help you monitor the conversations you have with your customers across all channels – including social media. Utilizing the built-in social CRM features, you can track customer engagement on social media and use the information to follow up with customers on sales and customer service inquiries.

Emerald TC offers a variety of CRM solutions that can integrate with your social media channels to deliver the information you need to strengthen customer engagement and boost your perception. Contact us today to learn how you can start using social CRM to unlock the value in every conversation.

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