Comments on: Social Networking as the Scarcrow of CRM: If I only had a brain. http://blogs.gartner.com/michael_maoz/2009/05/14/social-networking-as-the-scarcrow-of-crm-if-i-only-had-a-brain/ A member of the Gartner Blog Network Tue, 07 Feb 2012 17:29:49 +0000 hourly 1 http://wordpress.org/?v=3.0.4 By: Azterik Media http://blogs.gartner.com/michael_maoz/2009/05/14/social-networking-as-the-scarcrow-of-crm-if-i-only-had-a-brain/comment-page-1/#comment-689 Azterik Media Fri, 19 Feb 2010 14:51:54 +0000 http://blogs.gartner.com/michael_maoz/?p=190#comment-689 "Let’s get our clients to post 23,585 ideas on our website and then we’ll commit 18 full time resources to see if there really might be a pony in all of this…. stuff." Great quote! Social networking can bee a huge boon if done properly. The most important part of a social media campaign is to have a strategy BEFORE you start instead of jumping in and hoping for the best. “Let’s get our clients to post 23,585 ideas on our website and then we’ll commit 18 full time resources to see if there really might be a pony in all of this…. stuff.” Great quote! Social networking can bee a huge boon if done properly. The most important part of a social media campaign is to have a strategy BEFORE you start instead of jumping in and hoping for the best.

]]> By: Cheryl H http://blogs.gartner.com/michael_maoz/2009/05/14/social-networking-as-the-scarcrow-of-crm-if-i-only-had-a-brain/comment-page-1/#comment-450 Cheryl H Wed, 04 Nov 2009 20:51:24 +0000 http://blogs.gartner.com/michael_maoz/?p=190#comment-450 The wizard of oz reference truly made my day. Thanks! I do agree with complete lack of forethought that is going on with business just jumping on the social network bandwagon. As a previous poster stated Oprah, who is a true marketing genius, tweets so it must be great for business right? It can be a very complex process and a timesink if not done properly, businesses need to take the time to research these social networking websites before placing all of their eggs into this particular basket. On the flip side however, if it is done properly with a well excuted strategy, social networking can be the business equivalent of winning the lottery. The wizard of oz reference truly made my day. Thanks! I do agree with complete lack of forethought that is going on with business just jumping on the social network bandwagon. As a previous poster stated Oprah, who is a true marketing genius, tweets so it must be great for business right? It can be a very complex process and a timesink if not done properly, businesses need to take the time to research these social networking websites before placing all of their eggs into this particular basket. On the flip side however, if it is done properly with a well excuted strategy, social networking can be the business equivalent of winning the lottery.

]]> By: Esteban Kolsky http://blogs.gartner.com/michael_maoz/2009/05/14/social-networking-as-the-scarcrow-of-crm-if-i-only-had-a-brain/comment-page-1/#comment-189 Esteban Kolsky Thu, 14 May 2009 15:12:56 +0000 http://blogs.gartner.com/michael_maoz/?p=190#comment-189 Michael, Excellent thought-provoking post. Well said. There is actually one part that I will take to task here. I agree with everything you write except for the part where 18 resources (or any resources) are dedicated. This is one of the two causes for the failure. There are no resources allocated beyond the initial deployment. Maybe one person who takes on it because they think it is fun or interesting, but usually they are not paid or allocated to the project. Of course, you allude to the second reason for the failure: lack of strategy. Even having an idea why they are doing as opposed to "if Oprah and Ashton are doing it, we have to be there". There is a complex process of ensuring that you have a reason and that whatever you do is folded back into your customer experience, customer service - even CRM strategies. Else, you are creating another silo -- and we all know how well those work. Michael,

Excellent thought-provoking post. Well said. There is actually one part that I will take to task here. I agree with everything you write except for the part where 18 resources (or any resources) are dedicated. This is one of the two causes for the failure. There are no resources allocated beyond the initial deployment. Maybe one person who takes on it because they think it is fun or interesting, but usually they are not paid or allocated to the project.

Of course, you allude to the second reason for the failure: lack of strategy. Even having an idea why they are doing as opposed to “if Oprah and Ashton are doing it, we have to be there”. There is a complex process of ensuring that you have a reason and that whatever you do is folded back into your customer experience, customer service – even CRM strategies. Else, you are creating another silo — and we all know how well those work.

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