‘Social CRM’ is the term given to customer relationship management that takes place on social networking sites such as Twitter and Facebook and involves conversations and relationships as well as data and information.
Today’s membership organisations are competing for members’ attention with thousands of online information sources, which is why many of them set up their own in-house social media platforms.
Social CRM is all about ‘engaging’ members, getting them interacting with your organisation and each other in an enjoyable way. They will discuss what they want and need, what they like and don’t like – directly communicating vital information to you that can be used to help you recruit and retain members and increase profit.Once members are ‘engaged’ in social media with your organisation and that platform is integrated with your CRM system, they are more likely to renew membership and purchase products and services. And there’s a clear return on investment for you as social networking helps strengthen your organisation’s brand and reduces costs through better resolution of queries and problems and improved staff productivity.
Membership organisations with social CRM platforms can benefit from:
- Communicating directly with members and potential members and identifying the influencers who will champion the organisation’s activities and encourage others to join.
- Gaining member buy-in by encouraging unique discussion groups focused on shared topics of interest.
- Identifying ‘at-risk’ members who are not linking to other members and getting involved.
- Targeted marketing messages reaching the right people at the right time and prompting important calls to action.
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