As the headline implies, even though Social CRM exists as an official category, what it is and what it is not is blurry and hotly debated. No, it doesn’t need a new definition. And, no, it doesn’t need new leadership. sCRM, and now “social enterprise” as categories could however, benefit from clarity around what it is they’re solving for, which companies actually provide solutions against those objectives, and ultimately, how everything works together for the benefit of customer engagement and relationships.
Time is always limited, but in these historic times, I wished to add perspective in the hopes of moving this important conversation in a productive direction.
Malcolm Gladwell continues his march toward dissension with his latest installment in the New Yorker about social media vs. social activism. Honestly, Gladwell is more than welcome to share his thoughts as it is a democratized information economy after all. I do find it alarming however, that he is wielding his influence through an equally influential medium to spin intellectual and impressionable minds in unrewarding and pointless cycles. Is he not listening to opposition or consulting existing research?
There’s an old saying that I think about more and more as I study technology and its impact on behavior…technology changes, people don’t. But nowadays, I’m not so sure. I think technology is indeed changing and us along with it. Whether it’s through social networks or digital lifestyle products such as iPhones and Kindles, we are adapting and perhaps evolving as a result.
In the next installment of discussions exploring the state and future of social media, Chris Beck, founder of 26dottwo (@26dottwo) and I review how relationships online are evolving from social networks to social “nicheworks” or contextual networks.
In part nine (which is really the first part) of a series of conversations exploring the state and future of social media with Chris Beck, founder of 26dottwo (@26dottwo), we define the metamorphosis of media production, discovery and consumption and how social networking is affecting behavior and communication. Our social graphs are shifting from linear connections (those we know) to nonlinear ties defined by those we know, hope to know, don’t know but share ideas, and those who endeavor to know us. As such, we are building contextual networks and it paves the way for information to directly connect with discerning audiences.
This is Part Two of Two in a series exploring the promise and potential of Social CRM and SRM. In Part One, we reviewed the importance of sCRM as well as introduced the concepts of Social Relationship Management (SRM) to look beyond customers in Social Media. Originally intended for inclusion in Engage!, Paul Greenberg contributed his view of sCRM and SRM to continue the discussion…
In Engage!, I review the important catalysts and methodologies defining the new era of Social CRM or sCRM. In the discussion, I also introduce the idea of SRM (social relationship management), a concept that may at first blush, seemingly appear to introduce yet another acronym or perhaps challenge the promise of sCRM. However, its only intention is to spur thinking beyond the literal frameworks of traditional customer relationship management, whether it’s social or one-way.
Wherever the balance of influence falls in new media, without genuine, empathetic service, recognition, or reciprocity, we are only extending the very things that prevent us from forming meaningful connections.
Earlier in the year, I was invited to share my thoughts and observations on the state of and vision for socialized media and the networks that connect us. Shot in a mobile studio outside of the Austin Convention Center during SXSW09, I joined Gary Bolles to discuss the theory that ideas are the “ties that bind” us in social networking – over relationships.
In the middle of February 2009, the company was yet again a “Beacon” for bad PR as it introduced an updated Terms of Service (Tos) for its entire community of users. We the people responded with defiance and vigor and the company retracted its new language, reverted to the previous ToS, and listened to the valuable feedback that poured in from the community.
Brian Solis is principal at Altimeter Group, a research-based advisory firm. Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging media on business, marketing, publishing, and culture. His current book, Engage, is regarded as the industry reference guide for businesses to build and measure success in the social web.
Wherever the balance of influence falls in new media, without genuine, empathetic service, recognition, or reciprocity, we are only extending the very things that prevent us from forming meaningful connections.
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February 9, 2012
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