Are You Making Social CRM Strategy Mistakes?

Customer Engagement
Customer Experience
Even with the fast pace of social media, rushing into a social CRM strategy could have negative effects.

Social CRM is quite the hot topic lately. With all the articles written about it, many companies feel they are lagging behind. But don't worry if you don't have a specific strategy in place yet. Even with the fast pace of social media, rushing into a social CRM strategy could have negative effects.Today's feature in 1to1 Magazine offers five steps to savvy social CRM, along with three missteps to avoid. One common mistake is to rush in too fast. When that happens, consumers quickly move on without you.

According to Tim McAtee, author of's report The State of Social Media Marketing, the two most common mistakes companies make relate to rushing into social CRM are:

  1. Mimicking the social media tactics of other company, rather than coming up with a strategy of their own.
  2. Not listening to customers first to find out what they want, which should be the basis for developing a strategy that actually delivers what customers want.

Whatever social media strategy you come up with, it needs to fit the needs and expectations of your customers. Every company is different, so no two social media strategies should be alike.

The article also makes three suggestions to keep your company from bad social media etiquette once a strategy is in place. The overarching theme is that social CRM strategy is about quality, not quantity of interactions with individuals.

1. Don't be asocial. Social media's tools offer breathtakingly convenient, direct, and powerful connections to customers and prospects, but these tools are only as valuable as the messages and behavior that they convey.

2. Don't try too hard, too much, or too fast Social interaction is like a conversation at a party, you have to keep it going. You have to understand what you're getting into before you leap."

3. Don't be a control freak. Don't use social media to push one-way messages and don't try to prevent or avoid negative conversations about your company, which will take place with or without you; instead, join in the discussion in an honest, engaging, and transparent manner.

What best practices do you have when it comes to social CRM strategy? Or, what mistakes have you learned from?

Also, if you're interested in the topic, please be sure to download our accompanying 1to1 InAction white paper, "Measuring Returns from Social Media."