Avoiding Social Media Pitfalls - Prioritizing Long-Term Strategy Over Quick-Fix Gimmick
Social CRM often receives credit for what it is not rather than what it is. Because the idea of mapping consumer sentiment and simultaneously responding directly and universally to product concerns seems so preferable to the "old world" system of managing the customer experience from a call center, it is easy to forget that a fine line exists between a mere presence in social media and a valuable social strategy. When engaging with a corporation via social media, customers do not simply applaud the organization for joining in the conversation. They evaluate a variety of metrics ranging from response time to customer loyalty campaigns to conflict resolution, and if your corporation is not ready to truly meet those expectations, it will not simply disappoint its customers—it will fundamentally establish itself as out of touch with what really matters to the market.