So while I’ve been off twitter, I’ve had time to research social CRM (funny, that.) And what I’ve found is pretty interesting.
CRM stands for “Customer Relationship Management” (not to be confused with “Cause Related Marketing”- it came from the for-profit space. In the nonprofit world we use this acronym to mean “Constituent Relationship Management”, generally. From Wikipedia:
Customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service.
Now we could easily translate that into “managing and nurturing an organizations’ interactions with donors and constituents.” and “overall goals are to find, attract and win new donors, nurture and retain those donors the organization already has, entice former donors back into the fold, and reduce the costs of fundraising.” (I’ve never been convinced that CRM and Donation management are very different beasts, even though many argue differently.)
Anyway, you all know this stuff, and know the tools we all use to do this – Salesforce, CiviCRM, Raiser’s Edge, etc. And these tools are great at doing CRM with the standard communications methods – email, phone, snail mail, in person contact. But what about social media as another form of communication? That was the question I cam to this issue with.
There are good arguments for why social media will radically change standard CRM practices. You should definitely read the report I mentioned in my earlier post. But in the Social CRM space, there seems to be a lot more attention paid to what I would call “metrics” - useful for attracting new donors, and understanding the “emotional state of conversations” rather than relationships that are trackable to “nurture and retain those donors the organization already has.”
I don’t mean to downplay metrics – metrics are hugely important – but I think mixing up metrics and CRM might make it harder to really do either well.
Example – in Jeremiah Owyang’s report, of the 18 use cases for Social CRM he uses, 7 or 8 of them are really use cases for metrics. Example “Social Campaign Tracking” and “Social Sales Insights.”
In this series, I’m going to talk a fair bit about both, although I’m going to lean more heavily on the CRM side of things than the Metrics side, since that’s more my bailiwick anyway. And I welcome any comments.
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