Social CRM: Don’t wait for Social Media “Oil Slick”

Updated: May 05, 2010

Negative publicity on Social Media channels like Twitter or Facebook, whether spontaneous or organized, is like "Oil Spill". Looking at the potential for harm to brand image or reputation, one hopes it never happens and prevention is the best strategy. And if there is a brand crisis on Social Media channels, it is best contained as early as possible just like the infamous "Oil Spill". Two famous case studies of Social Media brand crisis that come to mind are United Breaks Guitars and Nestlé. In both cases, company's response was little slow and situation quickly turned ugly. This underscores the importance Social CRM.

Social CRM is defined as the business strategy of engaging customers through Social Media with goal of building trust and brand loyalty. It is important for a company or brand manager to engage customers and prospects on Social Media and build trust in the brand or company BEFORE any Social Media Brand crisis, as it will not only help in preventing a crisis in the first place but even if there is a crisis, company will have "trusted" and "recognized" representation on Social Media channels for communicating company's side of the story, possibly preventing a "blow out".

It is also very important to have a Social Media Crisis Management Plan. It should clearly highlight roles and responsibilities, procedure and protocols to be followed in the event of a brand crisis. Because the first step in solving any crisis is to identify and respond to it, and respond FAST when it comes to Social Media.

Featured Research
  • Why Q4 is the Perfect Time to Invest in Video Conferencing

    If you’re currently relying on an outdated video conferencing solution - or if you don’t have one at all - you’re in luck. While any time is a good time to invest in video conferencing, Q4 may be the best. One big reason is that Q4 is when you can get the best deals, but there are also other important factors like increased access to seasonal employees. more

  • 8 Ways to Get More From Your VoIP System

    Many businesses adopt VoIP to take advantage of the cost savings without spending enough time reviewing the features and benefits made available by different solutions. If this is true for your business, there’s a good chance you could be getting more from your VoIP system in the form of even lower costs or improved employee productivity. You may even find that your current software offers features that you aren’t taking advantage of! more

  • Best ERP Features and Benefits for Your Business

    Are you considering investing in ERP software for the first time? Or maybe you already have an ERP solution but you’re worried it’s becoming dated. If either of the above apply to you, read our latest guide on the top ERP features and benefits based on the size of your business. You may be surprised at how versatile and cost-effective it is becoming - regardless of if you own a small business or run a large enterprise. more

  • 9 Spooky Signs You Need a Contact Center Upgrade

    When was the last time you evaluated the performance of your current contact center and the software you are using? The results may be frightening! If it’s been awhile since you invested in contact center software, there is a good chance that your needs have changed or that there are better options available now. Fortunately, it’s relatively easy to determine if you need an upgrade or not. more

  • 7 Ways the Wrong Phone System Can Haunt Your Business

    The wrong phone system could be haunting your business - and we’re talking about problems more serious than ghosts and ghouls. From increased costs to issues with scaling, we’ve identified seven important ways that a less than ideal phone system could be holding you back. You’ll be surprised at how much of a difference this can make to your bottom line too. more