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January 26, 2010

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Randy Hamilton

Collaboration and social software... check out a new company, beRelevant (http://www.berelevant.com). beRelevant is a Social CRM platform that uses virtual collaboration technologies that allow companies to seed a conversation with their assumed priorities, and customers (hundreds or thousands) to collaboratively vote, rank, and add their own insights/ideas to the mix. In the end the company receives a list of ranked and unedited priorities directly from their customers. Context and sentiment are preserved, and the customers have spoken. Now companies won't have to use flawed social monitoring approaches, go on their gut, hire expensive agencies, or make expensive custom solutions to determine their priorities.

Brian Vellmure

Mike,

Good points. There are companies that will likely become too technology centric, or try to apply traditional marketing techniques to social channels (they already are).

But for many companies, the opportunity to listen, engage, co-create, and enter into partnerships with their customers, the platforms are emerging.

We are at the bleeding edge of a market and there will be failures and large mistakes.

It's also important to remember that social is much more than just Twitter.

The key is for companies to learn about their customers, find out where they are, how they communicate, and what they want, and engage with them accordingly to provide the greatest value possible.

Thanks for the thought provoking post.

Brian Vellmure

Mike,

Good points. There are companies that will likely become too technology centric, or try to apply traditional marketing techniques to social channels (they already are).

But for many companies, the opportunity to listen, engage, co-create, and enter into partnerships with their customers, the platforms are emerging.

We are at the bleeding edge of a market and there will be failures and large mistakes.

It's also important to remember that social is much more than just Twitter.

The key is for companies to learn about their customers, find out where they are, how they communicate, and what they want, and engage with them accordingly to provide the greatest value possible.

Thanks for the thought provoking post.

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