(Image from Troll.me)
Okay, I know I’m a day late, but this didn’t post yesterday, even though that’s when I wrote it.
One of my favorite past times during the first few months of every year is to read blog posts claiming the death of this and the death of that. Titles like “Email is Dead” or “Social Media is Dead” or even to the extent of “Marketing is Dead” populate the interwebs. The truly sad thing about these posts is that many people believe them. After the posts start racking up, you hear speeches of the same titles cropping up at big conferences and slideshares making their RT rounds on Twitter.
The reason this is one of my favorite things to do is because after reading those posts, I like to do simple Google searches to find statistics about what’s really going on in the world of digital marketing, posts talking about how email still drives more conversions than social or how social is starting to drive more quality traffic than banner ads or maybe even how marketing campaigns (when done well) are still extremely successful.
The truth, when sought after, usually speaks volumes to people willing to listen.
Social CRM is Dead?
I was writing this in hopes of being the first person in 2012 to claim that “Social CRM is Dead,” but low and behold, upon a Google search of the phrase I found 53,500 other matches.
Reading through the posts, it appears most people don’t have a problem with the values and theories behind Social CRM, but rather the term itself. This blog isn’t the place to get into a lengthy discussion on what power words hold over the general state of existence or “being,” for that we’d have to bring in Heidegger and Stiegler, but we can say at least this: if you don’t have a problem with what Social CRM stands for, focus on how you can implement those theories and ideals into your brand rather than bitch about the term.
Theorizing about the existence of a truly Social CRM and debating its merits as a term is like arguing about the idea of happiness in consumers. We all know that providing happiness to consumers is a good thing, but debating whether or not consumers are ever truly “happy” is futile. Research, study and learn how to produce the effects of happiness for your customers and put tangible systems in place that do that. Don’t worry about the terminology.
Approach Social CRM the same way. Between your customer service, sales, marketing and shipping, what works to bring the best experiences to your customers and what tools are most adept at making those a reality? Once those factors are known, put those systems in place and then focus on creating those experiences to the best of your ability with the most effective tools at your disposal. Most of the time those tools will be based in social media systems and therefore be referred to as “Social CRM,” but if that weirds you out and you’d rather manage customer experiences with social networks and strategies and call it “Digital Puppy Go-Go Time Rolodexes,” I don’t care.
Just make sure you’re taking the right actions.
We’ll argue about what to call it later.
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