What is Social CRM? Definition, Benefits and Tools
What is Social CRM? Definition, Benefits, and Tools Customers remain the most important part of any brand. In 2024, social media is where 61 per cent of customer interactions take place. Have you ever wondered what really makes a brand fly off on social media though? It’s the customers. But the real question is, how do you build a relationship with your customers? You do it with the help of Social CRM (Customer Relationship Management). But what is Social CRM? Social CRM in simple words is engaging and building a relationship with your customers on social media. How do you do it though? Learn what social CRM is, its definition, benefits, and tools with this blog. Table of Contents What is Social CRM? Social CRM, also called social customer Relationship Management is the process of building a relationship with your customers, by creating desired content, and actively interacting and engaging with them on social media. In 2024, social CRM is especially important, because of the extensive use of social media sites by today’s customers. Let us understand what Social CRM is through an example: A retail company called AestheticClothing wants to connect to its digital customer base. How can they do this with Social CRM? They can use Social CRM to monitor and respond to what their customers are asking, interact with them on social media sites, and check and respond to the reviews that they are getting. And it doesn’t end at this. They can further use Social CRM to measure their page’s analytics to find out what their customers are liking, and what they don’t, so the company can work on the dislikes and better their social media campaign. What do social crm platforms have to offer? Social CRM Platforms are a sub-tool offered by Social Media Management Tools and Social Listening Tools. The CRM Integration system in these tools is governed by the following features. Hashtag Tracking and Analysis Sentiment Analysis Competitor Insights Real-time Alerts (one of the most important features for brand-reputation management) Single-view Platform Dashboards Social Media Chatbots Social Media Analytics Brand-User Engagement Analysis Automated Data Processing Traditional Vs. Social CRM Sr. No. Aspects Traditional CRM Social CRM 1 Interactions Offline (Phone, emails, in-person) Online (social media) 2 Tools Databases, Softwares Social media, ORM tools 3 Data Sources Customer Databases, sales pipelines Social media data, online interactions 4 Communication One-way communication Two-two communication 5 Measurement Customer retention, sales Social media engagement, sentiment analysis Traditional CRM is managing a brand’s customer relationships through a particular structure and data analysis. It makes use of databases and software to track how the customers interact with your brand, find out what needs improvement and then modify the marketing campaigns. It typically involves one-way communication as the brands do not directly interact with their customers here. Social CRM on the other hand, maintains the customer relationship that you have with your audience on social media through various tools and software. Social CRM feels more personal to the customers and the interaction is more engaging. It makes use of your brand’s social media data to understand its audience better and serves them accordingly, based on their feedback and preferences. And the communication here is two-way as the brands themselves interact with the customers. 7 Benefits of Social CRM Social CRM doesn’t just help brands build a relationship with their customers but also maintain that relationship, retain customers, keep them happy, and achieve the brand’s overall goals. 1. Customer Engagement Social CRM monitors a brand’s social media presence and helps them stay active on social media and engage with their customers by posting content that they like, replying to their content and queries, taking feedback on what they think about the brand, and resolving the complaints that they have. By engaging with their customers, brands can retain their existing audience, attract new ones, and keep them happy. 2. Customer Service Social CRM helps brands build a strong relationship with their customers by looking at their needs, giving them what they want, and addressing their queries. Brands can improve their customer service by keeping an eye on their social media pages, replying to customers’ queries, solving their complaints about their brand, and being friendly with them. Doing all this makes customers happy, makes them stick with a brand, repeat purchases and leaves good reviews. 3. Understanding of Customer’s Needs Before serving your customers, you need to understand them, and their needs and then fulfil that need. Social CRM tools help you understand them and their needs with the customer behaviour, interactions, content that they like and how they express it on social media. By using this data, brands can better understand their audience and their needs, interests, and pain points, and position their content accordingly along with the marketing strategy. 4. Brand Loyalty Brand loyalty is making sure that the customers love your brand or product so much that repeat their purchases and stay loyal to your brand. Social CRM helps brands gain brand loyalty by helping them interact with their customers on social media, paying attention to their needs and complaints, and making sure that they are satisfied. And as long as they are happy with your brand and product, they will stick with your brand and turn into it’s loyal and routine customers. 5. Marketing Campaigns Brands can use social CRM analytics to better spread their campaign on social media. Social CRM can help you better your social media campaigns by gathering your social media data and analytics, the current trends on it, and looking out for influencers with the same target audience as you, and applying it all to your campaign design. Knowing your audience better, like knowing their demographics, age height, behaviour, what they like, what they don’t like, can help you in targeting your campaign to the right audience with the right means. 6. Competitive Edge Brands can gain a competitive edge over their competitors’ social media pages by using CRM correctly, gaining a distinct image in
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