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Organizations are missing out on potential valuable data and opportunities if they’re not actively listening for mentions of their or their competitors' brands on the social web.
Social CRM allows an organization to view information about a member or prospect, including all mentions relevant to the group's brand or, possibly, a competing brand, as well as the person’s online influence. Capturing all this data and tying it to their records for future contact or customer service purposes is what social CRM is all about and why it’s valuable. Andy Steggles explains at Social Networking for the Enterprise.