Friday, August 6, 2010

If You're An Email Marketer, You're Probably Already A Social CRM 'Expert'

Social CRM, like many recent trends in marketing strategy, has been defined and positioned in a number of different ways by a number of different analysis, consultants and self-proclaimed experts. Yesterday, I read a great piece on social CRM from Gartner titled: "First Steps for Social CRM: The Gartner CRM Team's Perspective."

In essence, social CRM boils down to combining data from multiple customer interactions across multiple channels (social, email, offline, etc.) to create a conversation among the brand, its customers and the community as a whole. In addition to explaining social CRM in a clear and concise way, the document made a few recommendations about social CRM strategy. As an email marketer, you'll find that Gartner's recommendations for social CRM execution will read like the best practices whitepapers you have been publishing within your organization for the past year. This is not because Gartner's insights are old or lack insight; it is simply because email marketers have been executing a version of social CRM for quite a while now.

Let's have a look at the three Gartner recommendations below and consider why email marketers should be social CRM "experts" in no time:

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