In the age of Web 2.0, when millions of people use the Internet and a large percentage of those users can be found on social networks, it is reasonable to expect companies to start thinking about how to jump on the bandwagon. With lead generation and excellent customer service being primary ways to ensure business growth, finding new avenues to connect with customers is a way to cultivate those efforts.
Traditionally, customer relationship management (CRM) efforts have been concentrated on improving how businesses operate. Now, in addition to focusing on improving operational efficiencies, businesses are giving thought to social CRM. With a host of options, from blogs, to podcasts, to YouTube, there are many ways companies can use social CRM to connect with customers.
Social networks can serve a few important functions for businesses. Companies that opt to utilize social networking sites such as Twitter and Facebook open the doors for communication between customers, potential customers, and the company. Social network users can express their pleasure or displeasure with the company, talk about products and how they might use them, issues with products, or just have a general conversation. Businesses can create pages that allow customers access to additional information about them. In addition, businesses can monitor what social networkers are saying about them, and who is saying it, on applications like Twitter. Companies can contribute to the conversations, or in some instances, avert potential public relations disasters by reviewing and communicating with the network’s users.
Companies may also use social networking sites to generate lists of potential customers. Social networks can be used to create maps of connections between members and those who use their networks. Marketers can mine data from social networks to generate profiles of customers and find people who might be users of their products. They might look for information about who talks to whom, or who emails whom. Marketers might also review information network users post on their profiles to obtain characteristic information of those users, which can help marketers develop marketing campaigns.
Businesses that are considering adopting social networking communication strategies should consider the creation of attractive content on their networking sites. When building networking sites or writing blogs for customers to use, the content created is key. Internet users are drawn in by creative, engaging content, which in turn can prompt them to initiate conversations about or with the company, again increasing the potential for customer satisfaction, as well as new lead generation.
Once customers or potential customers have been drawn into a social networking arena, it is important to provide a means of engaging in conversation, the key to social networking. Allowing customers to hold meaningful conversations with the company, and potentially other customers, opens up the possibility of turning leads into customers and establishing long-term relationships with existing customers.
Adopting social networking strategies is a beneficial tool companies can use to enhance their customer relationship management. Where traditional CRM strategies focus on making processes more efficient, social CRM strategies allow companies to connect with customers and open the path to communication. Social networking has the possibility to allow companies and customers to really connect and engage in communication that is beneficial to both parties. In addition, businesses can use social networking to find new customers who might otherwise have slipped through the cracks. It makes sense for businesses interested in strengthening their relationships with customers to consider utilizing social networking and making them a way to connect with customers. In a time when millions are connected to the Internet, it would be difficult to ignore such an exciting and viable opportunity to build customer relationships.
