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When you see a global brand like Coca Cola launching a 'listening review' you know the signs are good for social CRM. Last time I checked (and this is a school playground fact I picked up many years ago, so maybe wrong) Scotland is the only country in the developed world to not have Coca Cola as the number one selling soft drink (Irn Bru if you're interested). Even if that fact is no longer correct, let's not pretend like Coca Cola is not a dominant force on the world stage.
Read a really interesting article from Gartner analyst Michael Maoz this morning which looked at the idea of jumping into unknown waters too quickly, just because everybody else was donning their swimming caps and readying a dive. He argues that businesses are guilty of taking this approach a bit with social CRM, realising they're joining the game late and wondering how it can all really make things better.
Finding the relevant data
Autonomy's mantra on their website best concludes what we've all known for a long, long time: "Human-friendly or unstructured information is not naturally found in the rows and columns of a database, but in documents, web pages, presentations, videos, phone conversations, emails and IMs". The web is changing and that is only good news for the enterprise.
I watched with interest last week as many media pundits and social experts alike blamed a better way of communicating for causing the shocking riots that rocked much of the UK. Indeed, many spectators and opinion leaders were calling for the sites to be banned, not just temporarily but altogether, as if a leech on society draining it of common decency (admittedly the latter did spring from the Daily Mail). Forgive me for being naive but surely better ways of spreading a message and sharing conversation can not be classed as 'dangerous' just because of a certain niche audience that choose to abuse it?
Because of pressure to do so, and word of mouth that has turned more into Chinese whispers, there seems to be an obsession with tracking everything on social media. The desire is there to watch for every mention, decipher between the good and the bad and hear every last word about a company that exists on the world wide web. Why? If you are planning on doing this ask yourself that very question. What are you going to do with that info.
For business, Twitter is not all about what you're saying or even what you're hearing. It's about the interactions taking place whilst you're doing both. Make no mistake, I hear pretty much every big news piece break on Twitter before anywhere else, and I also pride my feeds on valuable and engaging content. But that is not what makes Twitter so special.
After two years of biding our time for the perfect blogging re-launch (patience is a fine virtue) The Artesian blog is having a bit of reshuffle. After studying the form and getting some reader feedback this little page here is to become a how to/what is/for the love of social media I'm stuck ....help guide to all things online. You can pose questions via our twitter feed and have them answered as soon as possible and also take advice from fellow professionals trying to take the leap into online sales intelligence.
