Tools for Crafting Social CRM Connections

Financial site Adaptu serves people in all stages of life, from young people just establishing themselves, getting married and buying a home, to more mature investors planning for their children’s educations or their own retirement dreams.

“Some of these people are open to talking about their financial troubles or dreams in public, while others like to be more quiet about their decisions,” Jenna Forstrom, Adaptu’s community manager, told CRM Buyer. “Tracking our more public users allows us to create content, crowdsource ideas, and offer solutions that we wouldn’t normally get the chance to talk about.”

Using social media to manage its relationship with clients, in other words, is vital to Adaptu’s business strategy.

“If one person asks the question in class, chances are 10 other students are thinking the same thing,” said Forstrom. ” We use social media to engage our users and potential users wherever they are.”

Listening In

The social CRM tool used by Adaptu, Salesforce Radian6, gives businesses the ability to track, monitor and respond to thousands of comments, questions, statements, and problems from the far corners of the social media universe.

“There’s all kinds of social networks, and new ones crop up every day,” Gordon Evans, senior director of product marketing for Salesforce Radian6, told CRM Buyer. “There are 400 million tweets every day and 900 million posts on Facebook. If everyone does one social post a day just on those two networks, that’s 1.3 billion pieces of data that are potential opportunities for brands to engage in. Radian6 looks across all of the social media networks and brings back all the relevant content that your company would be interested in, and lets you do analytics and engage in conversation.”

In addition to mainstream social networks like Twitter and Facebook, Radian6 tracks many blogs, community sites and forums. A business can determine what keywords and subjects to track and monitor, including its business name, products, competitors and general industry topics.

“We give you a whole host of analytical tools to help you see what people are saying and where they’re saying,” said Evans. “It’s broad-based listening on all the social networks.”

Moxie Software offers similar tools to track social media posts and route them to the right agents, whether they’re customer service reps or salespeople.

“We crawl a variety of sources, pull the information in, and then integrate it with CRM systems and so businesses can respond,” Nikhil Govindaraj, VP of products for Moxie Software, told CRM Buyer. “We are focused on bringing this social channel in and sending it to an agent, all within an integrated dashboard.”

Since Moxie hosts enterprise social networks, it also works with businesses to track, monitor and manage internal social media. ops for Moxie Software, told CRM Buyer. “It’s always been important to treat your customers well, but it’s even more important now that they can get word of their dissatisfaction out so quickly.”

Freelance writer Vivian Wagner has wide-ranging interests, from technology and business to music and motorcycles. She writes features regularly for ECT News Network, and her work has also appeared in American Profile, Bluegrass Unlimited, and many other publications. For more about her, visit her website.

1 Comment

  • As an employee of GreenRope, I have seen the benefits that CRM integration can offer to a business, large or small. As technology advancements force businesses to collect and manage customer data, there must be a focus on the specific strategy taken to optimize the connections that can be made through social CRM.

    Also, as globalization increases the interconnectedness and communication between international businesses, CRM integration will be a key factor when establishing and maintaining your brand on the international market.

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