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Welcome to the trough of disillusionment Social CRM, we’re happy to have you.
So, how did we get here?
First we made “social” into a term that made us gag a little. The “we” in this situation incorporates businesses large and small, the media, and especially application and service providers including those of us writing this blog post. “Social” meant everything from text messaging, to web chat, to mobile apps, to screen sharing, to web conferencing, to (for the guy I met at a conference that time) basic selling techniques such as phone calls and shaking hands. What we really meant was social media or social networking, but why split hairs at this point? What’s done is done and now it’s all “digital” anyhow.
Then we neglected to really recognize that social CRM meant social for CRM, not a separate business practice consisting of posting whatever we wanted to social networks. Marketers have become spam bots and customer support teams have found a new place to send links to self-service sites. No one has actually cared about the customer’s experience so much as they have not having hours of meetings with another team in the organization so that this stuff is unified.
And finally, we found new shiny objects: “digital,” “mobile,” and “the internet of things” among the most popular.
But we shan’t be bitter. No, we shall wade in the trough and consider how we can get people to think of us as an integral part of managing the farm rather than a nice-to-have.
Here are three quick tips to get out of the trough:
- Make social mean something – why is this work critical to our organization’s success? Quantify it. Yeah, I said it. Use numbers.
- Stop keeping social in a silo – if you have a social “team,” I have to assume you also have an “email” team, and a “phone” team.
- Define what you really want when you say “social.” Placing things on social media? Engaging with people on social networks? Developing a group messaging app?
Now, sit back and relax at your own peril.
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