source : https://www.targetinternet.

com/digital-
marketing-news-the-role-of-social-in-customer-relationship-management-scrm/

The rise of social media has had a massive impact on how customers make decisions
about their purchases and how brands interact with customer throughout the purchase
cycle. For both B2B and B2C industries, social now plays a vital role in decision
making and brand advocacy.

Most brands understand the concept of promotion using social media but few
understand how to attribute value in the same way as traditional broadcast media.

Customers no longer decide to buy a product or service based solely on adverts and
brand promotion in the same way they did 5 years ago. With the rise of the internet,
customers have more choice and have access to more information.  Not only are
customers far more media savvy and less likely to buy into brand marketing, but they
are making more and more purchase decisions based on their value set rather than
need alone.

This works the same way for B2B brands, whether it be a product or service, we like
to buy from a brand based on need fit but also our experience of the organisation.
Factors such as personal recommendations, customer service experience and how well
the brand values match our own are now key triggers for deciding on a brand’s worth.

The purchase process

The way customers became aware of our products and decided to buy
has historically been a fairly linear process often referred to as the purchase funnel.
Customers would be filtered out at each stage until the product matched the
customer’s desire and a purchase was made.

The stages were fairly clear cut and brands could allocate their marketing resources
effectively to each stage. The focus was on the sale and it was relatively easy to
understand how specific promotional activities could be attributed to the purchase
process.

With the rise of social and the way customers now research and decide on a purchase,
the ‘funnel’ has changed significantly and instead of it being a staged linear process,
we find consumers take a far more considered approach, seeking information from a
wider variety of places.
We now refer to the purchase process as a cycle and customers can move forward or
backwards throughout this cycle. Social now allows the consumer to remain within
the cycle long after the purchase has been made. Customer retention and loyalty are
now as much of a focus as the sale itself.

What social media has allowed customers to have is a voice and a chance to make that
voice heard. If we look at the different purchase stages we can consider how social
can support customers and help you as a brand to promote your product or service at
each stage.

Awareness

Getting your brand noticed is the first step and this means promotion.
While traditionally this would have meant advertising of some description, social
offers us the opportunity to move beyond clever (and expensive) marketing to
activities which actively engage with our customers. Make your brand visible on
social media, create a brand page on Facebook and set up a Twitter feed. Go beyond
sharing marketing messages and just talk to your customers about things you think
they would be interested in. It doesn’t have to be your products specifically, it could
be anything that you can relate back in some way.

Interest

At this stage your customer has an interest in your product or service. This is the point
when consumers will begin to search for something specific, probably online, and
begin their research. Depending on the value of the item this research could be
significant and will include looking at customer ratings, personal recommendations,
availability and location etc. Research has shown that when consumers are faced with
a brand website and their Facebook page in search results a significant proportion will
go to a social media site first. The reason for this is the idea that the content will be
more relevant and more truthful. Facebook is where customers compliment or
complain about a brand, where questions are answered and where the brand is seen to
interact without the assumed agenda of just hard selling. It’s a trusted source for new
customers and helps to either give confidence to a prospective customer or put them
off.

Desire

This is where you move beyond the practical pairing of product and need to make the
emotional connection between the consumer and your brand or product. Whether this
be the product or service itself or your brand as the provider of choice, connect with
your customers on a level that goes deeper than just being informative. Solve your
customer’s problems, answer their questions, invest in them pre-sale and you will reap
the rewards in the long term. This isn’t about manipulating your customers, they can
spot a faker a mile away. In order to connect with your customers you need to offer
genuine enthusiasm and interest which gives your brand the personality needed to
inspire consumers. All of this support needs to be instant and far more subtle than
your corporate website will allow. Hosting these conversations on social media can
make your customer feel like they are on neutral ground, you’re in their space rather
than the other way around.
Purchase

Research shows that the greatest influence on customer purchase is recommendations

from family and friends. This works both ways with a single negative opinion causing
the opposite effect. Managing your customers through the purchase process to ensure
they have a positive experience will bring you far greater rewards in the future.
Turning customers into loyal advocates is the holy grail for any consumer or B2B
brand, getting your customers to say good things about you and recommend you to a
friend is probably easier than you think. And this doesn’t mean you can always
prevent negative opinion being expressed about your brand, in fact nobody would
believe it if you didn’t have a single complaint about a product or service. But how
you respond to those comments (and respond you must) will say more about your
company than  any self promotion can do. Social media is where conversations are
happening, where customers are sharing their experiences, making recommendations
and discussing their personal experiences of your brand. Not engaging on these
platforms doesn’t mean the conversations aren’t happening, it just means you’re not a
part of them.

Retention

Creating opportunities for long term mutually beneficial relationships is what social
media was made for. Customer care post purchase is just as important as the support
you offer during the selling process. Once a customer has selected to as a supplier,
don’t let them just walk away. Build on the connection that now exists, provide
opportunities for feedback, follow up support, issue management and reviews. Every
time a customer interacts with your social network profile it send a ripple of
notifications throughout that individual’s network, telling everyone they know that
they’ve spent some of their precious time talking to you. A vote of confidence can be
all it takes to bring in new customers to your brand rather than somebody else’s.

Social media can be your best asset when it comes to customer service and support. It
offers a mix of real time responses, an open forum which engenders trust and the
ability for uncensored voices to be heard. It feels far more like an area owned by the
customer than your branded website could ever achieve.

Source :

https://www.targetinternet.com/digital-
marketing-news-the-role-of-social-in-
customer-relationship-management-scrm/

https://www.salesforce.com/in/learning-
centre/crm/social-crm/

Social CRM – joining the dots for happier

customers
 What is Social CRM?
You could be forgiven for treating the idea of "social CRM" with a certain amount of skepticism.
It's sometimes hard to distinguish the hype around social media from the genuine value it can
bring. But social CRM isn't a gimmick, and it doesn't ask you to "forget everything you know" or
"reinvent your business".

Social CRM simply adds a social dimension to the way you think about customers and your
relationship with them.

Until now, customers' social media activity has been something of a closed book – a channel of
communication that wasn't trackable, measurable, plannable or improvable. With social CRM,
that's changed. By adding the critical social media channel to your existing CRM systems (New
to CRM? Read our Beginner's Guide to CRM Systems .), you can combine everything you
already know about each customer, prospect and lead with new information about their social
media activity. And when a customer chooses to contact you via Twitter or Facebook, you can
track and manage the conversation in as much detail as you would for a telephone or email
enquiry. You'll be able to act faster, respond better and anticipate your customers' needs.

Why does Social CRM matter?

It’s a familiar story: the marketing department is diligently creating and publishing tweets,
Facebook posts, YouTube videos and more – all carefully crafted to make the most of each
channel and designed to encourage sharing, retweeting and customer engagement. But the
audience doesn’t come.

Meanwhile, your customers are elsewhere on Facebook and Twitter, having conversations about
your organisation – discussing you, recommending you, complaining about you and even trying
desperately to talk to you. But they’re not getting the answers they want.

How can you bridge the gap?

That’s where social CRM comes in. A customer relationship management platform that integrates
social media gives you access to the same level of insight you have for more traditional channels,
plus the ability to use social tools for communicating internally. You can monitor, track and
benchmark your social media communications using familiar tools, dashboards and metrics.
With social CRM you can place the customer right at the heart of your organisation. No more
forcing customers to use the channel you prefer. No more losing track of issues when they change
channels. You can engage and respond to customers individually and in the way they choose,
without compromising your ability to track and manage communications on a global scale. You’ll
have both a broad overview of your brand’s reach and a granular, detailed view of each customer
interaction.

Customer service, marketing and sales all benefit from a more dynamic, complete picture of each
individual customer, and can make use of social tools to communicate between themselves. You
see the cost of delighting customers fall. Your customers see an organisation that listens to what
they want and responds in a way that suits them, across multiple channels. Everybody wins.

“We need to stop interrupting what people are

interested in and be what people are interested
in.”
CRAIG DAVIS | J WALTER THOMPSON
Interested in learning more about Salesforce Service Cloud’s social tools?
WATCH DEMO

Customer service that puts customers first

There’s no big secret to customer service on social media – rather, it’s an opportunity to get the
basics right and provide excellent responses to customers in the way they choose. Telecoms
provider BT says 40% of its customer feedback originates on Twitter, and its story is far from
unique.

By enabling you to track social interactions with customers using the same sophisticated tools as
you use for other touchpoints, you can deliver faster, more complete resolutions to customer
service cases from across your business – and that means happier customers.

But it’s not just about reacting. Using monitoring and tracking tools, social CRM can help you to
identify and reward brand advocates and influencers, encouraging them to spread the word still
further.

Interested in social tools in Salesforce Service Cloud?

FIND OUT MORE
Your customer care teams can use Social CRM to:
 Deliver customer support via the social media networks your customers are using;
 Interact and engage with customers in real time;
 Talk to each other so that customers get the best help;
 Monitor social media for complaints and resolve issues quickly;
 Find and reward brand advocates and customers who help others.

Benefits of Social CRM for marketing

The combined promise of reduced cost and increased effectiveness is a heady one for any
marketer. And while social CRM has a valuable role to play in customer services and sales, it can
also revolutionise your marketing effort. It can change your understanding of brand reach and
perception, while giving you access to a raft of new information about customer behaviour and
opinions. Social CRM can help you deliver:

 Greater exposure in the places where your audiences spend their time;
 Increased engagemente and deeper relationships with customers;
 Increased web traffic and conversions and higher search rankings;
 High-quality inbound leads that turn into revenue faster;
 More efficient marketing budgets with higher returns;
 Faster marketing campaigns with better targeting.

Case study: The Financial Times builds community

SEE MARKETING CLOUD IN ACTION

Social CRM metrics: the big three

Most social media platforms will have their own versions of these three areas of measurement.
Some, like Facebook, will even provide their own analytics, and your social CRM system should
integrate this data to show all your information in one place.

1. Traffic and conversions from social media

 Simple to measure and well understood

 Beware of chasing traffic and overlooking conversion rates
  Use conversion rates to target the best-performing platforms

2. Fans and followers

 Remember that not all followers are active

 Use social CRM to segment your audience into follower types

3. Participation and sharing

 Details vary from platform to platform

 An effective measure of customer engagement
 Often undervalued

Making the business case for Social CRM

One of the strongest elements of the business case for social CRM is the integration of business
functions it allows, with sales, marketing and customer support all able to cooperate in an
infrastructure based on the individual customer. But each discipline can also expect to see its own
benefits.

Sales – revenue and loyalty benefits

Sales teams can expect to see an improvement in retained and referred business, as customers
become recommenders and advocates; and that leads to increased revenue. In a survey of
Salesforce customers, 55% reported increased customer loyalty and 54% increased sales
revenues.

Marketing – increased reach and visibility, lower costs

Marketers can use social CRM to increase reach and cut costs, while improving customer
tracking and measurement. In a recent Social Media Examiner survey, 89% of respondents said
social media increased their brand’s exposure,while nearly half reported that spending just 6
hours a week on social media activity reduced overall marketing costs.

Customer service – a virtuous circle of lower costs and higher satisfaction

By tracking and managing customer contacts across channels and business functions, customer
service teams can deliver dramatically better service. 79% of Salesforce customers reported
improved customer service, and 63% increased customer retention – demonstrating that social
CRM delivers real commercial benefits.
 

TOPICS COVERED

What is Social CRM

Why does Social CRM matter?

How can you bridge the gap

Customer service that puts customers first

Your customer care teams can use Social CRM to:

Benefits of Social CRM for marketing

Social CRM metrics: the big three

Making the business case for Social CRM

D EMO VID EO

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RELATED CONTENT
 Applications
 Customer Relationship Management: A Beginner's Guide
 What is Mobile CRM? The Advantages of Mobile
 

 Source : https://www.scribd.com/document/434851645/The-Importance-of-Social-
Crm#download&from_embed

THEIMPORTANCE OFTHE IMPORTANCE OF SOCIAL CRM

 HOW󰀭TO GUIDE
Social media is a pervasive presence in corporate and personal life. Even for those
who aren’t users of social media, rarely will a day pass without encountering the
presence of social media in some aspect of their lives. Social media is clearly deeply
integrated into the fabric of society, serving as a communications channel and a way
to connect with people and brands. 
Marketers have long been proponents of social media as a means of engaging
customers and prospects, as well as promoting their brands. 
The uses of social media continue to evolve, growing in sophistication and value. Not
long ago, social media and Customer Relationship Management (CRM) were viewed
as separate initiatives with different purposes. Now, there is clear intersection
between the two, giving rise to the concept of Social CRM. The logic is obvious: an
initiative that is all about managing customer relationships should have some degree
of visibility into or integration with the vast social-media networks and
followings companies have built. This How-to Guide will explain what Social CRM
(SCRM) is and how your business can benefit, detail various applications of SCRM
and outline an action plan for getting your business started in the world of
SCRM. CRM blogger Paul Greenberg provides this definition of Social CRM: “Social
CRM is a philosophy and a business strategy, supported by a technology platform, business rules,
workflow, processes and social characteristics, designed to engage the customer in a
collaborative conversation in order to provide mutually beneficial value in a trusted and transparent
business environment. It's the company's response to the customer's ownership of the
conversation.” 
Paul Greenberg
 
HOW-TO GUIDE
TheTHE IMPORTANCE OF SOCIAL CRM
 
Both processes can yield valuable insights into customer behavior, pains and
sentiments, as well as new trends, and feedback. 

As a business strategy, SCRM exploits existing social-media networks, such as

Facebook, LinkedIn or Twitter, to invite and encourage dialogue about a brand, its
products and services, and in general how it performs when it comes to serving
customers. 
The goal for the brand is to attract and engage an audience—followers—in
conversation. These conversations differ substantially from colleagues chatting
around the water cooler because the reach of these conversations is magnified and
visible to a large audience. In social media forums, hundreds, or even thousands of
followers are free to express opinions, create dialogue, ask questions, and receive
honest feedback from the brand and other followers. These conversations are
powerful influencers for shaping the perception of the brand. Even when the
discourse is initially negative, such as when a customer complains or
expresses displeasure, the brand has the opportunity to not only recover with
that customer, but also to impress the entire community of followers with its desire to
respond, its response and the timeli-ness of the response. 
What SCRM is as a strategy, in the simplest terms, is thoughtful, intentional
participation in a dialogue that the customer is essentially in control of.
Customer Interaction 

Facilitates efficient, convenient interaction with customers in a way they prefer to

communicate.Grows customer appreciation when customers feel the brands they’re
connected to are responding and listening to them. Encourages engagement through
social-media channels through rewards and special offers to your brand’s followers. 
 
Benefits
Marketing Communications & Research 
Understand sentiment toward your brand. Listen for new product and/or service
ideas. Gather primary research data through polls, surveys and discussions.Inform
customers of significant or interesting brand developments: new products,
locations, features, tips, offers, partnerships, announcements, etc. 
Customer Service 
Promote self-help resources. Identify and resolve complaints in a way that
strengthens customer bonds. Encourage discus-sions among followers that provide
advice, tips or other practical help with shared concerns, issues or even product
usage. 
Brand Reach 
Enablesdialoguewithand influence customersthat wereformerlyinaccessibleordifficult toreach.Creates
sharing mechanisms make it easy for brand loyalists to promote your
brand. Exposes your brand to new markets. 

Applications

Peer-To-Peer CustomerSupport 
The social networks you build and curate are often the first place customers go to
ask product or service questions. Because these support issues are being posed in a
social forum, followers of the brand can and often will provide responses to support
questions. Brands that encourage and even reward customer involvement in support
delivery through social channels enjoy higher levels of satisfaction and lower support
costs. New use cases for Social CRM are discovered almost every day, inspired by
the relationship and communications potential of being connected to a large group of
followers. What follows is a brief discussion on some of the more common use cases
for SCRM. 
Market Research 
Social media provides an excellent listening post to detect trends, areas of opportunity or dissatis-
faction and even competitive threats. Followers of a brand will use their connection to its social-
media channels to communicate their expectations of the brand and how it needs to
perform. Social-media followers of a brand represent a sample population or virtual
focus group with whom you can conduct primary research quickly and
inexpensively. 
Product Launch 
The vast reach and immediacy of social-media communications make it the first
choice for many companies when it comes to new-product announcements. Pre-
announce new product features, terms or conditions to get immediate feedback that
is useful for making program changes and enhancements prior to general product
availability. Identify excellent beta-test or case-study candidates by monitoring social
media posts. 
Brand Reputation Management 
Monitor social-media posts to understand sentiment about your brand. At regular
intervals, take a social-media snapshot of brand sentiment and track the trend.
Identify causes for both upward and downward sentiment trends so you can manage
them. Engage directly with brand loyalists and detractors to understand the reasons
for their senti-ments. Through social-media engagement, turn brand detractors into
loyalists, and brand loyalists into brand ambassadors. 

BOTTOM LINE
 Your business can benefit from culture of customer-centric social
media and CRM. 
By lever-aging the power of online discussion forums, your business can extend its
reach and build brand equity by listening to what your customers are saying through
social media. Managing the online conversation is a catalyst to grow the stature of a
brand. An effective SCRM process provides opportunities to gain new market
insights, improve service quality and deepen loyalty to the brand.
 
THE IMPORTANCE OF SOCIAL CRM
 HOW󰀭TO GUIDE
Build Your Online Community 
 Action Plan
STEP1 
-BuildYourOnlineCommunity 
Becoming Visible & Staying Active On Social Media
Identify the social-media channels your customers frequent. Develop a presence on these
channels.Monitor your social-media chan-nels frequently, both to respond to followers
who engage with you, and to post practical infor-mation. Publish a social-media
policy and train employees how to engage customers through your social-media
channels. 

Source : https://www.socialmediatoday.com/content/social-crm-what-it-and-why-it-
important-business

Follow this simple step-by-step playbook to develop and launch an 

Social CRM: What It Is and Why It Is

Important for Business
There is a shift occurring in the way that business is being conducted. The traditional
forms of marketing and sales are slowly being phased out for an increasingly social
and interactive approach. New business models have formed from this rapidly
evolving sales environment and it is important for businesses to stay on top of this
alternative paradigm. Social CRM's are the latest development in customer
relationship management tools. This platform can be used internally, externally or a
combination of both. Therefore, it can service the customer community and drive
sales, or it can help to facilitate communication within a company's business units.

A Shift in Focus

A social CRM takes the CRM tool one step further by allowing data exchange in real
time. Like a newsfeed on a social media platform, steadfast updates allow for the
most accurate analytics. It enables the use of social media to engage with customers
in a closely guarded and managed community. This is otherwise known as social
media monitoring. With stiff competition in every market, focus has shifted to the
customer experience. Analytic and decision support engines are necessary for
managing the vast array of social media. The sales pitch has been replaced by
customer engagement and the goal is to improve relationships through more
meaningful and personable interactions. 

Master the Consumer Community

Traditional marketing has always been a one way conversation. Whether it is a TV

commercial, ad or radio broadcast, the advertising is talking at the customer, and not
with them. There has never been an immediate forum for the consumer to respond
until now. This can have a positive or negative affect depending on how the
company is digesting the CRM trend. What businesses need to realize is that
communities will emerge for virtually any product, regardless of their intervention.
Thus, it is in their best interest to get involved and have a voice in that arena as soon
as possible. In a positive light, sales teams are now capable of engaging with like-
minded individuals in a shared space, with the ultimate agenda being conversion.
This is considered "customer intelligence" and is in the same vein of thought as
business intelligence in general.

Being Social is Cheap

The more common way the social CRM platform is being used is through data
analysis. Strategic, customer based decision making is now driven through real time
reporting, monitoring and analytics. By tracking variables like customer behavior, key
words and click throughs, businesses can determine factors like the best time to post
and what products are popular. They can then use this data to drive revenue.
Although tedious at times, this modern aspect of marketing is considerably cost
effective in comparison to the traditional model. The program evaluates customer's
engagement, perceptions and interaction in the community as a whole. This
information is then used to drive product, marketing and sales strategies.

Co-Worker Collaboration

Businesses with internal CRM platforms also benefit from a social perspective. An in-
house social CRM facilitates communication and collaboration across business units
and allows for a customer centered sales cycle. With internal newsfeeds, threads
and the ability to "follow" or "like" fellow colleagues, the transparency between
organizational silos has never been greater. Having an open feed between product,
support and sales allows for streamlining business processes like never before. 

What to Look For

The best social CRM's on the market help to ensure the lowest cost of customer
acquisition and retention through various cross analysis processes. They assist
companies in making informed decisions throughout the entire sales cycle from lead
generation and nurturing to conversion costs. This is based on the relative success
of their various social media campaigns. The larger companies are able to marry big
data analytics with social statistics to analyze customer interaction in real time
reporting. Ultimately, a good social CRM will provide decision support to drive growth
through custom, targeted marketing.

The general take away is that the advent of technology is inescapable and is growing
exponentially. In other words, don't miss the train. Consumers are the driving force
behind what is shaping the market these days. They have a louder voice than ever
and businesses are very susceptible to being shunned or black listed, based on
customer opinions. The number one problem companies are facing right now is
obstinacy and user error. It creates unnecessary overhead when the entire company
is resistant to adopting a new business model but eventually they will not have a
choice. A social CRM is the future in customer management and what better way to
be lead to success, than with the voice of the consumer in your pocket.

SOURCE : https://www.falcon.io/insights-hub/topics/customer-engagement/why-you-need-
a-social-crm/

Why merge social and CRM data?

Now, by adding social data to CRM entries, you get a full picture of the modern
customer journey.

Merging social data and CRM data adds a valuable facet to customer profiles
while centralizing the information. It permits you to see your customers’
interactions with your brand on any channel and gives you greater insight into
who they are.

This knowledge is mutually beneficial, allowing you to tap into these

relationships while also making you better prepared to interact with your
customers.

Customers today expect brands to be aware of past points of contact, as well as

their purchase history. If they leave a Facebook comment, reach out to your
support team on Twitter, or give you a mention on Instagram, they expect you to
be aware of their previous activity, especially if it’s been positive. 

Social media CRM platforms give any team within your organization access to

that information and strengthens a customer’s relationship with your brand.

Reaching potential customers through social listening is better managed when

coupled with a CRM software to track activity on a variety of keywords.

5 ways to use social CRM platforms

Let’s talk about ways to apply social media CRM data. Here are five practical
applications:

1. Optimize each customer relationship.

Do you know the average spend of each of your customers, their buying
patterns, how they respond to your newsletters, and which products they’re
most likely to purchase? Take this information and couple it with social media
data. 

You can build out your customer profiles and have an overview of what people
talk about, then proactively respond when it pertains to your business. By
adding in your customers’ social behavior, you’re able to see their interests,
interactions, and other brands and influencers they follow.

2. Tailor your social content.

Social media CRM gives you an overview of topics, hashtags, and influencers
within your audience segments. Leverage this data to provide timely, pertinent
content and boost engagement.

Continue to hone your social content strategy by tying performance analytics to

your audience. Reach your customers with targeted messaging based on their
interests and ensure that your content is resonating with your focus audience
right from the start.

3. Enrich your social customer support.

Currently, 80% of companies claim to deliver excellent customer service on

social media, but only 8% of customers agree. It’s pretty clear that social
customer support is lacking for many brands.
With a CRM social media integration, you can provide support that incorporates
a customer’s interaction history across social channels. By pulling social data
directly into your CRM, the same information is accessible to anyone within your
organization.

Regardless of where your customers are talking about your business, you can
quickly respond to them on the channel of their choice. You’ll be able to catch
any negative mentions and provide complete support tailored to their
experience.

4. Develop your social advertising.

Social media CRM software helps to shape your target audiences, allowing you
to create custom and lookalike audiences that you can pull directly into
Facebook Ads Manager. You can also identify your customers’ purchasing habits
and tailor your social ads to their buying behavior with customized offers. 

Give your brand advocates and influencers the first peek at new products
through advertising created just for them. Alternatively, use segmenting and
labels to remind customers to restock purchases they’ve made in the past. Social
CRM software offers a wealth of opportunities for improving your paid social
campaigns.

5. Suggest relevant purchases.

Tracking your customers’ purchases and then predicting what they’d be most
likely to buy next is easier when you can tie it to social media. You can develop
customized ad campaigns for purchases similar to theirs, then direct them to
related products. 

Build audiences for specific products, and use purchase patterns and social
mentions to target messaging. Using social media CRM software makes targeted
purchase suggestions more precise and personal, increasing the likelihood that
your customers will buy your products in the future.

Tap into your Audience

To connect your CRM with social data, Falcon.io launched Audience, a 360-

degree view of current and potential customers. It syncs with your CRM data to
create individual profiles for each customer. 

The end result is a clean and simple UX that can provide information on a single
customer, or gather information to show trends and segments.

One of many advantages offered by Audience is labeling. A label could be

anything relevant to your business, from ‘influencer’ to ‘sports fan’. By adding
customer labels relevant to your business, you not only have an extra attribution
to aid customer service, but also the basis of a new custom segment. 

All these features in Audience are designed to make it easier to manage your
customer relationships in a streamlined, innovative way—so innovative, in fact,
that it won a Facebook Innovation Spotlight Award.

Through social CRM, social media managers can gain a comprehensive view of
their audiences, deliver highly targeted content, and offer dedicated support. It’s
a perfect merging of data that empowers SMMs and provides a wealth of
intelligence to organizations. 

Social CRM platforms have the power to connect marketers directly with their
audience. That’s why they’re virtually a must for modern marketers and SMMs.