Hoffman's Hot Seat: Measuring the Benefits of Social CRM
Companies are making more extensive use of social media tools such as Facebook and Twitter to engage their customers. But because many organizations are just becoming involved with social CRM, most executives are still figuring out how best to measure the returns from these initiatives. 1to1 Media's Tom Hoffman spoke with Brad Wilson, General Manager of Microsoft Dynamics CRM about different approaches for CMOs to consider.
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Thanks, Tom, for an important conversation.
In my practice, I find many CMO's reacting the next "new" thing. When was the last time the strategic plan was referenced to see how social media plays in?!?
I recommend the first step is backward and take a deep breath. The frenzy is even evident in your comment. Everyone seems to be afraid of being left out or behind. There may be a perception the company isn't a "player" and savvy. That perception can be changed.
Use a "gentle" approach, which removes the pressure. Have a leader monitor a social network for two days and see if that's even a place s/he wants the company to be. If there's perceived value, find an employee who is adept at this and create a pilot program for interaction. Give them comp time for the extra work or something of value to them.
Another way is to hire an "expert." Be sure to know what are the necessary skills to have (ask around) even if you don't have them. How can one manage a process unknown to the person?
Relax and realize there's no one way to participate. The key is to select a channel most inhabitated by prospects and customers.
Gather and report findings, align with strategy and then slowly implement.-MC