Social Media Influentials Jeremiah Owyang , Brian Solis, and Paul Greenberg weighed in today on what the future might hold for Twitter.
I agree most with Paul’s viewpoint. Conversations that happen across social media (including Twitter) could all be mapped into the defined intersections within what has become traditional CRM.
At the front end; for lead generation purposes, during post sale service activities; which feed into customer service and support efforts. Some are figuring out how to include the cloud sourcing activities into product and service development. I am sure there are many other examples.
A good example is the new release by Toucan for SalesForce, reportedly enables tracking of twitter posts for contacts contained within your CRM system.
I agree, that for Twitter and other social media platforms, the greatest opportunity as it relates to Social CRM, CRM 2.0, or whatever you want to call it, is to collaborate with the traditional CRM vendors to capture, analyze, and leverage the conversations happening in the cloud to deepen insight and therefore relationships with customers, prospects, vendors, partners, competitors, etc.
Jeremiah Owyang’s Article
Brian Solis’s Article
Paul Greenberg’s Article
Your thoughts?
I just posted my thoughts here. I don’t think Twitter IS or CAN BE social CRM. Twitter doesn’t manage relationships. It just tracks them. It’s not even that great at building relationships.
No doubt it’s a crucial tool for building new CRM systems but it will never be a standalone solution to customer management. It will be used for tracking sentiment and opinion on a massive dynamic scale.