Page 376 - Social Media Marketing

What It Means and Why It Matters

Social CRM is a key business concept. It combines the traditional practice of paying
attention to customer data; however, it operates in the social rather than transactional
context. Social CRM connects the conversations that circulate on the Social Web with
the internal decisions and business processes that gave rise to those conversations.

If you are interested (highly recommended), Paul provides a more in-depth ver-
sion of this same definition along with his logic here:

http://the56group.typepad.com/pgreenblog/2009/07/time-to-put-a-stake-in-the-
ground-on-social-crm.html

You can find this quickly by searching for “paul greenberg definition of social
crm” using Google.

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a p p e n d i x A : ╇ T erms and D efinitions╇ ■