{"id":4960,"date":"2021-01-08T03:56:52","date_gmt":"2021-01-08T03:56:52","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=4960"},"modified":"2026-04-23T08:22:53","modified_gmt":"2026-04-23T08:22:53","slug":"social-crm","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/social-crm\/","title":{"rendered":"What Is Social CRM and How Can It Help Your B2B Efforts"},"content":{"rendered":"<p>Today, social media has become an integral part of our daily lives.<\/p>\n<p>Very few of us can go more than a few hours without checking our Instagram, Twitter, or Facebook feeds. By using <strong>social customer relationship management or CRM<\/strong>, you can harness the power of social media for your small business.<\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<p>If you\u2019re not familiar with <strong><u><a href=\"https:\/\/www.engagebay.com\/crm\/social-crm\">social CRM<\/a><\/u><\/strong>, you\u2019ve come to the right place. In this article, we\u2019ll cover the concept in depth. We\u2019ll even share our <strong>best social CRM<\/strong> case studies for you to review and maybe replicate for your business.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#What_Is_Social_CRM\" >What Is Social CRM?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#What_Does_Social_CRM_Do\" >What Does Social CRM Do?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Integration_with_Social_Media\" >Integration with Social Media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Customer_Service\" >Customer Service<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Social_Analytics\" >Social Analytics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Social_Listening\" >Social Listening<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#What_are_the_Components_of_Social_CRM\" >What are the Components of Social CRM<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Sentiment_Analysis\" >Sentiment Analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Machine_Learning\" >Machine Learning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Text_Mining\" >Text Mining<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Natural_Language_Processing\" >Natural Language Processing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Why_Do_Businesses_Need_Social_CRM\" >Why Do Businesses Need Social CRM?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#The_Benefits_of_Social_CRM\" >The Benefits of Social CRM<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Nurture_and_Improve_Relationships\" >Nurture and Improve Relationships<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Review_the_Competition\" >Review the Competition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Boost_Your_Development_and_Research\" >Boost Your Development and Research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Improve_Internal_Workings\" >Improve Internal Workings<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#More_Conversions\" >More Conversions<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Which_Social_CRM_Metrics_Do_You_Need_to_Measure\" >Which Social CRM Metrics Do You Need to Measure?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Average_Replies_Per_Ticket\" >Average Replies Per Ticket<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#First_Response_Resolution_Rate\" >First Response Resolution Rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Average_Resolution_Rate\" >Average Resolution Rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Backlog_Count\" >Backlog Count<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Average_Case_Handling_Time\" >Average Case Handling Time<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Average_Response_Time\" >Average Response Time<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Examples_of_Social_CRM\" >Examples of Social CRM<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#H_R_Block_Improves_Sales_with_Its_Get_It_Right_Campaign\" >H&amp;R Block Improves Sales with Its Get It Right Campaign<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#The_Green_Bay_Packers_Foundation_Uses_SCRM_for_Charity\" >The Green Bay Packers Foundation Uses SCRM for Charity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#San_Francisco_Dentist_Attracts_Clients_with_SCRM\" >San Francisco Dentist Attracts Clients with SCRM<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"What_Is_Social_CRM\"><\/span>What Is Social CRM?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Before we can explain why your company needs this form of CRM, we should begin with a <strong>social CRM<\/strong> definition.<\/p>\n<p><strong>Social CRM<\/strong> or SCRM is a branch of customer relationship management software. While you may still use traditional CRM, you also mix in social media metrics gained from platforms like Facebook and Twitter.<\/p>\n<p>The following image illustrates shows <strong>how social CRM<\/strong> is different from traditional CRM in which of the following\u200b ways?<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4961 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/evolution-of-crm-to-scrm.png\" alt=\"evolution of crm to scrm\" width=\"624\" height=\"386\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/evolution-of-crm-to-scrm.png 624w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/evolution-of-crm-to-scrm-300x186.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/evolution-of-crm-to-scrm-595xh.png 595w\" sizes=\"(max-width: 624px) 100vw, 624px\" \/><\/p>\n<p style=\"text-align: center;\"><em>Image courtesy of <\/em><em>GetCRM<\/em><\/p>\n<p>As the graphic shows, <u><a href=\"https:\/\/www.engagebay.com\/products\/crm\">CRM<\/a><\/u> often only uses assigned departments while <strong>SCRM<\/strong> doesn\u2019t limit its audience base as much.<\/p>\n<p>While <strong>traditional CRM<\/strong> might have a more defined set of rules that the company comes up with, <strong>SCRM<\/strong> relies on its customers for those same rules.<\/p>\n<p>Customers even choose the hours, so there\u2019s no predefined nine-to-five here. It\u2019s all about what the customer wants and needs most with <strong>SCRM<\/strong>.<\/p>\n<p>CRM relies on more defined channels, but <strong>SCRM<\/strong> does not. Instead of always pushing customers to buy, buy, buy, <strong>SCRM software<\/strong> and marketing aims for more interaction and communication from the audience, as well as social listening.<\/p>\n<p>Many view this as an \u201coutside-in\u201d process rather than one that\u2019s \u201cinside-out,\u201d as traditional CRM is.<\/p>\n<p>Why not check out <strong>EngageBay\u2019s social features<\/strong> courtesy of this introductory YouTube video?<\/p>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"Social Media in EngageBay\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/ykuXwFvXukk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_Does_Social_CRM_Do\"><\/span>What Does Social CRM Do?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What can your small business hope to achieve with <strong>SCRM<\/strong>? All sorts of things, so let\u2019s get into those now.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Integration_with_Social_Media\"><\/span>Integration with Social Media<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Managing your <strong>social media accounts<\/strong> has become a job in and of itself these days.<\/p>\n<p>With <strong>SCRM<\/strong>, you can bring most of your everyday sales and social tasks together on a centralized platform. For instance, you might be able to integrate your <a href=\"https:\/\/www.engagebay.com\/crm\/appointment-scheduling-software\">calendar<\/a>, <a href=\"https:\/\/www.engagebay.com\/crm\/contact-management-software\">contact management<\/a>, and <a href=\"https:\/\/www.engagebay.com\/blog\/what-is-a-sales-pipeline\/\">sales pipeline<\/a> all in one place.<\/p>\n<p>How handy!<\/p>\n<blockquote>\n<p style=\"text-align: center;\"><strong>Integrate your social channels\u00a0all in one place.<\/strong><\/p>\n<\/blockquote>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-12221 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/social-engagement.png\" alt=\"social media integration\" width=\"810\" height=\"504\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/social-engagement.png 810w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/social-engagement-300x187.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/social-engagement-768x478.png 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/social-engagement-595xh.png 595w\" sizes=\"(max-width: 810px) 100vw, 810px\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Customer_Service\"><\/span>Customer Service<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Few people today would rather pick up the phone and call when they can reach out to your company some other way.<\/p>\n<p>Rather than wait for an email reply, customers can get an instant answer when they message you or you comment on your <strong>social media<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>SCRM<\/strong> allows you to identify these complaints, comments, or questions as soon as they appear. You can then get a quick jump on the problem, ameliorating it before the customer\u2019s dissatisfaction grows.<\/p>\n<p>Besides that, <strong>SCRM<\/strong> can also track the history of such interactions with your customers. The next time you chat with that customer, you\u2019ll know what some of their pain points are.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Social_Analytics\"><\/span>Social Analytics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Social media<\/strong> does not have to be an untamable jungle. Get a hold on how your posts perform with social analytics through your<strong> SCRM<\/strong>.<\/p>\n<p>These KPIs can inform future <a href=\"https:\/\/www.engagebay.com\/products\/sales\">sales<\/a> and <a href=\"https:\/\/www.engagebay.com\/products\/marketing\">marketing<\/a> campaigns so these go off without a hitch.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Social_Listening\"><\/span>Social Listening<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You can\u2019t possibly track every last mention of your small business across <strong>social media<\/strong>. Still, it\u2019s important to know this information, so what should you do?<\/p>\n<p>Use <strong>social CRM<\/strong>, of course.<\/p>\n<p>Your <strong>SCRM tool<\/strong> of choice can keep its figurative ears open to track all those brand mentions, good or bad. From the people following you to the hashtags they use and what they\u2019re saying, you\u2019ll know it all. Fuller, More Comprehensive Customer Views.<\/p>\n<p>Your <strong>SCRM<\/strong> can also gather all the <a href=\"https:\/\/www.engagebay.com\/blog\/customer-profile\/\">profiles of your customers<\/a> in one place, so if they\u2019re on 10 social media platforms, you\u2019re aware of it.<\/p>\n<p>Combining that with the interactions log, which tracks both indirect and direct conversations, and you get a completely comprehensive customer view.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_are_the_Components_of_Social_CRM\"><\/span>What are the Components of Social CRM<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As you begin using <strong>social media CRM tool<\/strong> or at least researching one to use, you\u2019ll come across several unique <strong>components of SCRM<\/strong>.<\/p>\n<p>Let\u2019s talk more about these components now.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Sentiment_Analysis\"><\/span>Sentiment Analysis<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When you express a sentiment in a conversation, it\u2019s either positive or negative.<\/p>\n<p>Having sentiments is part of the human condition, as it allows us to share our thoughts and emotions with others.<\/p>\n<p><strong>Social media customer relationship management<\/strong> encompasses the entirety of the <u><a href=\"https:\/\/www.engagebay.com\/blog\/customer-experience-strategy\/\">customer experience<\/a><\/u>, including a person\u2019s satisfaction or dissatisfaction.<\/p>\n<p>How does a company even begin to figure out their customers\u2019 sentiments?<\/p>\n<p><strong>Social CRM<\/strong> software can show its mettle with sentiment analysis.<\/p>\n<p><strong>Using SCRM<\/strong>, you can do the above combing without having to put much human effort towards the job.<\/p>\n<p>With sentiment analysis, <strong>SCRM software<\/strong> will look through documents, phrases, and words that come up from your customers. If these phrases or words have polarizing connotations, that gets noted as well.<\/p>\n<p>Sentiment analysis is like holding up a magical seashell to your ear to hear the collective voice of your customers.<\/p>\n<p>Like most software, it\u2019s not perfect. Sometimes the software can miss irony, metaphors, sarcasm, and nuances that we humans understand.<\/p>\n<p>That\u2019s why you\u2019ll have to glance over the results for accuracy. Still, that beats spending hours reading through comment after comment after comment yourself.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Machine_Learning\"><\/span>Machine Learning<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Machine learning might sound scary, but we have to face that it\u2019s our present and even our future.<\/p>\n<p>One popular means of machine learning? Artificial intelligence or AI. The algorithms that machine learning studies can predict future trends using current data.<\/p>\n<p>&nbsp;<\/p>\n<p>There are two types of machine learning: unsupervised and supervised.<\/p>\n<p>Unsupervised machine learning isn\u2019t as risky as it seems, we promise. With this, you\u2019re letting the AI come up with its own trends and analyses without having established a previous data baseline.<\/p>\n<p>With supervised machine learning, you use certain data to create that baseline. Both forms of machine learning have their place depending on your current needs.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Text_Mining\"><\/span>Text Mining<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Text analytics, text data mining, or\u2014more simply\u2014text mining has a similar concept to sentiment analysis.<\/p>\n<p>This time, you parse data for the sake of finding mood patterns over the short-term and long-term. It\u2019s less about establishing a customer voice then and more about identifying mood changes.<\/p>\n<p>Do your customers still like your new product or has something happened to sour their perception? Have once-reluctant customers come around and changed their minds? With text mining, you can find out.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Natural_Language_Processing\"><\/span>Natural Language Processing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Finally, there\u2019s natural language processing. This may sound just like sentiment analysis and text analytics, but it\u2019s different.<\/p>\n<p>For instance, natural language processing focuses more on adjectives, verbs, nouns, and other speech. The AI here can read through lots of text at once and even has higher accuracy if the text comes across as random.<\/p>\n<p>That\u2019s not nearly as true for sentiment analysis.<\/p>\n<p>Natural language processing works for <strong>social media<\/strong> especially well. Why?<\/p>\n<p>As mentioned, this form of SCRM has a strong ability to handle and comprehend random text. In fact, the AI can even take into account word omissions, misspellings, and unfamiliar text, all of which are common on <strong>social media<\/strong>.<\/p>\n<p>When combined with text mining and sentiment analysis, you can get the feel, voice, and meaning of customer messages on <strong>social media using SCRM<\/strong>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Do_Businesses_Need_Social_CRM\"><\/span>Why Do Businesses Need Social CRM?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you\u2019re already using a <u><a href=\"https:\/\/www.engagebay.com\/products\/crm\">CRM software<\/a><\/u> for your business, then you\u2019ll want to consider <strong>CRM social media integration<\/strong>.<\/p>\n<p>Still, perhaps the above information hasn\u2019t quite convinced you that <strong>social media CRM<\/strong> would work for you.<\/p>\n<p>Well, here\u2019s some questions for you. Do you want to track your brand mentions? Followers? Engagement? Traffic?<\/p>\n<p>Sure, you do. Otherwise, you have no idea how well your <u><a href=\"https:\/\/www.engagebay.com\/blog\/email-marketing-campaigns\/\">marketing campaigns<\/a><\/u> perform.<\/p>\n<p>These metrics give you real data you can use to compare your current campaigns to ones from the past. You can also plan for greater success in the future.<\/p>\n<p>You can <strong>use SCRM<\/strong> to introduce relevant products and services that might interest your customers as well. That can influence a sale you might not otherwise have gotten.<\/p>\n<p>Not only does <strong>SCRM<\/strong> come in handy for <strong>social media management<\/strong>, it also facilitates social media advertising.<\/p>\n<p>If you want to share only the most tailored content on your <strong>social feeds<\/strong> for more engagement, guess what you need? Yup, <strong>social CRM<\/strong>.<\/p>\n<p>Also, <strong>SCRM<\/strong> can improve your social customer support.<\/p>\n<p>According to a late 2017 article on <u><a href=\"https:\/\/techwireasia.com\/2017\/10\/social-media-crm-business\/\">Tech Wire Asia<\/a><\/u>, most companies (80 percent) feel pretty confident in their current <strong>social <u><a href=\"https:\/\/www.engagebay.com\/blog\/excellent-customer-service-tips\/\">customer service<\/a><\/u><\/strong>. It\u2019s a shame that most customers disagree, with just eight percent saying they felt the same way. Ouch.<\/p>\n<p>Take a look at this while you\u2019re at it.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4962 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/branding-benefits.png\" alt=\"branding benefits\" width=\"624\" height=\"438\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/branding-benefits.png 624w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/branding-benefits-300x211.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/branding-benefits-595xh.png 595w\" sizes=\"(max-width: 624px) 100vw, 624px\" \/><\/p>\n<p style=\"text-align: center;\"><em>Image courtesy of Tech Wire Asia<\/em><\/p>\n<p>According to the above graphic, boosting your <strong>social customer service<\/strong> can help your company in many ways.<\/p>\n<p>You could get more positive recommendations if you answer customers promptly and help them with their issues. You might also boost brand loyalty and customer advocacy. Sounds good to us!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Benefits_of_Social_CRM\"><\/span>The Benefits of Social CRM<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If the above stats and figures didn\u2019t <em>quite <\/em>convince you entirely yet, then this section should.<\/p>\n<p><strong>Social CRM<\/strong> has tons of benefits for your company to reap, a few of which we touched on before. Here are several more to incentivize you.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Nurture_and_Improve_Relationships\"><\/span>Nurture and Improve Relationships<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In a way, <strong>SCRM<\/strong> kind of lets you become \u201cfriends\u201d or \u201cfollowers\u201d with your audience members.<\/p>\n<p>The insights you can glean tell you all sorts of useful information about them. If your audience members buy a house, get married, have a baby, get a new job, or enjoy some other milestone, you will usually catch wind of it.<\/p>\n<p>In a non-creepy way, you can use this information to improve your professional relationships and provide further nurturing to your customers.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Review_the_Competition\"><\/span>Review the Competition<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It\u2019s always a good idea to have a leg up on the competition. You can see what they\u2019re doing and then plan your strategies and campaigns around that.<\/p>\n<p>The <strong>social CRM tool<\/strong> gives you the window into your competition\u2019s behavior and the reactions of their customers. Specifically, sentiment analysis works really well here.<\/p>\n<p>You can then do one or two things. First, you can try to convert their customers to your company, although this can be risky.<\/p>\n<p>At the very least, you can make sure you avoid the same mistakes with your own customers. This way, you don\u2019t lose a significant chunk of your audience.<\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Boost_Your_Development_and_Research\"><\/span>Boost Your Development and Research<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>As we mentioned earlier in this article, <strong>SCRM<\/strong> has some predictive abilities. Although it\u2019s more common at the beginning and end of the year, everyone appreciates a good list of trends for what\u2019s ahead.<\/p>\n<p>If you can accurately predict changes and trends with <strong>customer relationships<\/strong>, you can become an authority in your industry.<\/p>\n<p>Not only that, but you can react to these trends now to maintain more customers and even win new ones. You will also meet the needs of your customers better than ever before.<\/p>\n<p>This fosters an even stronger sense of <a href=\"https:\/\/www.engagebay.com\/blog\/customer-management-strategies\/\">customer loyalty<\/a> and satisfaction.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Improve_Internal_Workings\"><\/span>Improve Internal Workings<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>As we\u2019ve talked about on this blog a few times before, if there\u2019s a disconnect between your <u><a href=\"https:\/\/www.engagebay.com\/products\/sales\">sales<\/a><\/u> and <u><a href=\"https:\/\/www.engagebay.com\/products\/marketing\">marketing<\/a><\/u> teams, and even your customer service reps, it\u2019s never good for your bottom line.<\/p>\n<p>Two teams might do the same job without realizing it. They might work with the same lead or customer, who, at this point, just wants a break. All this wastes time and costs money.<\/p>\n<p>The more efficiently your teams work together, the happier your customers stay. You can also enjoy more productivity around the office. It\u2019s a win-win!<\/p>\n<h3><span class=\"ez-toc-section\" id=\"More_Conversions\"><\/span>More Conversions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Let\u2019s set up a scenario here.<\/p>\n<p>In Scenario A, you reach out to a lead via email after doing a bit of research on them. You still don\u2019t know all there is about them, so you don\u2019t write the most hyper-specific email.<\/p>\n<p>It\u2019s a little generalized, which means few if any targeted offers.<\/p>\n<p>In Scenario B, you\u2019ve done your homework on your lead through <strong>SCRM software<\/strong>. You know more about their behavior, their demographics, and what they may or may not do.<\/p>\n<p>Now you send an email to them, using the info you have as a sort of a cheat sheet. Everything\u2019s personalized and very tailored to them and their interests and needs.<\/p>\n<p>Which of the two emails do you think will get better reception? Which lead do you think you have a better chance of converting?<\/p>\n<p>If you said B, you\u2019re correct. Using <strong>SCRM<\/strong> gives you the kinds of insights you need to tailor your message and make more conversions.<\/p>\n<blockquote>\n<p style=\"text-align: center;\"><strong>Social CRM comes in handy for social media management.<\/strong><\/p>\n<\/blockquote>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-12220 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/social-suite2.png\" alt=\"social suite\" width=\"756\" height=\"427\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/social-suite2.png 756w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/social-suite2-300x169.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/05\/social-suite2-595xh.png 595w\" sizes=\"(max-width: 756px) 100vw, 756px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Which_Social_CRM_Metrics_Do_You_Need_to_Measure\"><\/span>Which Social CRM Metrics Do You Need to Measure?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Above, we talked about the importance of using <strong>SCRM metrics<\/strong> to guide your future campaigns. Exactly which metrics should your small business track?<\/p>\n<p>Here\u2019s a list to get you started.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Average_Replies_Per_Ticket\"><\/span>Average Replies Per Ticket<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>How many interactions do you have with a customer per ticket? Could you resolve their issue quickly in just a few messages or did you two have to go back and forth for hours?<\/p>\n<p>The lower the replies, the better. However, do make sure the issue is being succinctly resolved, not just glossed over so you can lower your replies per ticket.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"First_Response_Resolution_Rate\"><\/span>First Response Resolution Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Speaking of replies per ticket, if you can solve a customer\u2019s query in one reply, that\u2019s the first response resolution rate.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Average_Resolution_Rate\"><\/span>Average Resolution Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In a perfect world, your staff could address every customer question and concern in just one reply.<\/p>\n<p>Considering the world we live in is indeed imperfect, it will likely take a few more messages.<\/p>\n<p>Just how many messages will become clear by tracking your average resolution rate.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Backlog_Count\"><\/span>Backlog Count<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Did a customer reach out to your company two days ago but no one got around to answering them?<\/p>\n<p>This is not recommended, and so you need a metric to manage your backlog count.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Average_Case_Handling_Time\"><\/span>Average Case Handling Time<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This metric goes hand in hand with the average resolution rate. However long it takes for your staff to handle customer problems will inform the average case handling time.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Average_Response_Time\"><\/span>Average Response Time<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This is a big one! You may not always be able to answer a customer query the second it\u2019s sent to you, but hours shouldn\u2019t go by, nor should days.<\/p>\n<p>Try to keep this number low, as no customer likes radio silence.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Examples_of_Social_CRM\"><\/span>Examples of Social CRM<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The following case studies prove the efficiency of <strong>Social CRM<\/strong>. Give them a read and then think of ways to generate the same results for your company.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"H_R_Block_Improves_Sales_with_Its_Get_It_Right_Campaign\"><\/span>H&amp;R Block Improves Sales with Its Get It Right Campaign<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In 2010, tax company H&amp;R Block decided to <strong>use social media<\/strong> to host <u><a href=\"https:\/\/www.prnewsonline.com\/2010-platinum-pr-awards-social-media-campaign\/\">a campaign<\/a><\/u>. Called Get It Right, the campaign strove to provide information on tax season through Q&amp;As.<\/p>\n<p>The staff at H&amp;R Block promised customers would get an answer in three days or less.<\/p>\n<p>To get the word out about the campaign, H&amp;R Block used <strong>SCRM<\/strong> in the form of Twitter and Facebook.<\/p>\n<p>In fact, customers could leave their questions on either of these <strong>social platforms<\/strong>.<\/p>\n<p>During the campaign, site visitors and customers asked tons of questions, of which the tax company replied to over a million.<\/p>\n<p>In 2010, they saw 15 percent more business. They also earned 1,500,000 first-time site visitors.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"The_Green_Bay_Packers_Foundation_Uses_SCRM_for_Charity\"><\/span>The Green Bay Packers Foundation Uses SCRM for Charity<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You might not think the Green Bay Packers have much <strong>use for SCRM<\/strong>. They are, after all, an incredibly well-known football team.<\/p>\n<p>That\u2019s true, but their Green Bay Packers Foundation needed some help.<\/p>\n<p>The charitable organization works with Feed the Children, Pop Warner Football, and the Special Olympics in Green Bay.<\/p>\n<p>For this particular effort, they wanted to auction off signed items, more than 4,000 in all. To push their philanthropic efforts, they built their Facebook presence up.<\/p>\n<p>As of 2009, they had 14,682 Twitter followers and 221,843 Facebook followers. Okay, nothing super impressive, but this was 10 years ago, after all.<\/p>\n<p>Through their foundation, in Green Bay alone, they raised $248,000,000. With only 106,000 residents at the time, for each person there, that\u2019s about $2,340.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"San_Francisco_Dentist_Attracts_Clients_with_SCRM\"><\/span>San Francisco Dentist Attracts Clients with SCRM<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Dr. Vaksman had just opened his dentistry firm back in 2010. Within the first five months, he thought he <u>could have done better<\/u> at boosting his clientele.<\/p>\n<p>He decided to turn to social media to get some assistance. By using a combination of YouTube, LinkedIn, Twitter, and Facebook, Dr. Vaksman saw a slew of clients coming in for dental cleanings and other services.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Social media CRM or SCRM<\/strong> is a means of using social media insights to improve your customer experience. While it relies on some <u><a href=\"https:\/\/www.engagebay.com\/blog\/crm-implementation\/\">elements of CRM<\/a><\/u>, it\u2019s also more intuitive and <a href=\"https:\/\/www.engagebay.com\/blog\/customer-centric-model\/\">customer-centric<\/a>.<\/p>\n<p><strong>Social CRM<\/strong> focuses on aspects like language, tone, and topics of discussion from your audience. The software combs through data for insights you can then use for more conversions, sales, and happier customers.<\/p>\n<p>If you\u2019re not already using <strong>social CRM<\/strong> for your business, we hope this article has convinced you to change that.<\/p>\n<p><strong>Here are the best blog posts of CRM you should read right now:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.engagebay.com\/blog\/crm-implementation\/\">8 Elements of Successful CRM Implementation 2019<\/a><\/li>\n<li><a href=\"https:\/\/www.engagebay.com\/blog\/easy-to-use-crm-small-business\/\">Is An Easy-to-Use CRM the Best Sales Software for Your Business?<\/a><\/li>\n<li><a href=\"https:\/\/www.engagebay.com\/blog\/how-crm-boost-b2b-marketing-efforts\/\">Understanding How CRM Can Boost Your B2B Marketing Efforts<\/a><\/li>\n<li><a href=\"https:\/\/www.engagebay.com\/blog\/10-ways-crm-can-help-create-better-email-campaigns\/\">10 Ways CRM Can Help Create Better Email Campaigns<\/a><\/li>\n<li><a href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/\">The Undeniable Benefits of CRM Integration and a Unified Platform<\/a><\/li>\n<li><a href=\"https:\/\/www.engagebay.com\/blog\/crm-marketing-techniques\/\">8 CRM Techniques That Improve Your Marketing Strategy<\/a><\/li>\n<\/ul>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Today, social media has become an integral part of our daily lives. Very few of us can go more than [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":12219,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[120],"tags":[180,208,260,261],"class_list":["post-4960","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm","tag-b2b","tag-b2b-crm","tag-social-crm","tag-social-suite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.3 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Social CRM: What It Is and How Can It Help Your B2B Efforts<\/title>\n<meta name=\"description\" content=\"In this article, we\u2019ll cover in depth about social crm and share our best case studies for you to review and replicate for your business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.engagebay.com\/blog\/social-crm\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Is Social CRM and How Can It Help Your B2B Efforts\" \/>\n<meta property=\"og:description\" content=\"In this article, we\u2019ll cover in depth about social crm and share our best case studies for you to review and replicate for your business.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.engagebay.com\/blog\/social-crm\/\" \/>\n<meta property=\"og:site_name\" content=\"EngageBay - 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