As somebody who is active on social media, it would be almost impossible to keep my conversations and communications, not to mention my engagement opportunities, separated and organized without an SCRM. Efficient and effective small businesses need to have some sort of a paper trail, a record of their activities, to refer back to.Īs a long-time CRM user, I love that my e-mail conversations and my notes are a part of an electronic contact record. Why would you want to have the ability to track and monitor conversations? The simple answer would be for the same reasons that you maintain file folders for your accounts and you are loath to deleting messages from your e-mail inbox. Make use of analytical tools such as Google Analytics in order to monitor and track visitor activities (and social sources) on your website(s).ĭeploy SCRM in your small business that may have the conversational capabilities of a social dashboard combined with the contact record-keeping abilities that are found in a CRM. Use a good social dashboard such as Hootsuite to monitor these networks from a single location.
Go to the home page of each social network on a regular basis and look for messages and opportunities to engage. Other examples of social building blocks would include the following: Other articles, even those not written by you, that pertain to your business or to the products and services that you offer will also go a very long way in establishing your company's expertise.
Blog articles work for you continuously and unattended. In this way, this information is available at all times. Assuming that your company has stories to share with your customers and prospective customers, you should and you will also want to put these in writing by way of a blog. By providing a perceived value to your networks, you attract others to you and your company.Ī good example of this would be posts (blog articles) and pages on your website. These activities will also go a very long way toward establishing your expertise and making that visible to others. While Social CRM is the tool that we will use to aggregate and manage our customer-focused activities, it is the social building blocks that will enable the activities themselves. We call your marketing assets social building blocks. Linking is the key element that is used to direct people to the information that we wish them to be exposed to.
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You might, for example, share a link that offers a free e-book and have that link direct to a landing page on your website, where contact information is captured and a record is automatically created in your SCRM for follow-up by sales or customer service. Each of these channels can also be used to share information with another network and then to either point back to the originating network or directly to your business.įor example, you could share your LinkedIn profile on Twitter and then have readers click the link to follow back to your LinkedIn profile, which will, in turn, link to your company page on LinkedIn. Your business marketing assets (articles, white papers, and so on) can also be leveraged as the source of this shared information, which gives you the ability to distribute important messages out to each of the social channels this will then, in turn, direct traffic back to your business. Traffic generated from each network can be directed to your landing pages, blog articles, and literally any place that you would like your customers and prospective customers to visit. They represent the various social networks, and as you can see, each of the social networks is pointing toward your business. In the preceding figure, the satellites that surround your business are shown.