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Principal of Chess Media Group, a social business consultancy. Jacob works with mid and enterprise organizations on developing customer and employee engagement strategies. He is also the co-author of Twittfaced, a social media 101 book for business. Jacob authors a Social CRM and Enterprise 2.0 blog.

2 responses to “Report on 18 Use Cases for Social CRM”

  1. Maria Ogneva

    Jacob, I agree with you that SCRM is absolutely a layer that sits on top of traditional notions of using CRM for marketing, customer service and sales. It adds a new social and collaborative perspective to all of the above activities.

    Re: your question of minimizing the number of vendors that you need to work with to carry out these efforts, I think it’s definitely necessary. I don’t think it’s possible for any one company to do all these things well, but there is definitely opportunity to do a 2-3 things well. For example, adding a CRM system to track and systemize engagement, which happens via the social media monitoring platform, is a no-brainer. I think the industry will absolutely move towards a SMM platforms integrating with existing CRM systems like Salesforce. The process will look like this: you listen, you figure out where and with whom to engage, you engage, and then this person gets added as a prospect to Salesforce – as prospect, as a strategic partner, as a blogger partner, etc. – and then be able to track all subsequent conversations in salesforce. We at Biz360 are working on a robust engagement platform to solve exactly this need.


    Maria, Biz360
    @themaria @biz360