By Mary Liebowitz

February 27th, 2018

What is a social media CRM platform?

Customer Relationship Management (CRM) software started out as databases of merged customer contact information and customer behavior data. In the 30 years or so since then, CRMs have become businesses’ central nervous systems.

CRM platforms supply organizations with multi-dimensional customer profiles that help predict, control, and automate sales practices while continuing to collect information.

With the introduction of social media, businesses are better able to collect customer data and track online behavior through open social channels. Social CRM software merges social information with a business’s existing CRM software to give a thorough overview of an individual’s online behavior.

For more background info on social CRM, give this comprehensive guide a read.

Why merge social and CRM data?

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Now, by adding social data to CRM entries, you get a full picture of the modern customer journey.

Merging social data and CRM data adds a valuable facet to customer profiles while centralizing the information. It permits you to see your customers’ interactions with your brand on any channel and gives you greater insight into who they are.

This knowledge is mutually beneficial, allowing you to tap into these relationships while also making you better prepared to interact with your customers.

Customers today expect brands to be aware of past points of contact, as well as their purchase history. If they leave a Facebook comment, reach out to your support team on Twitter, or give you a mention on Instagram, they expect you to be aware of their previous activity, especially if it’s been positive.

Social media CRM platforms give any team within your organization access to that information and strengthens a customer’s relationship with your brand.

Reaching potential customers through social listening is better managed when coupled with a CRM software to track activity on a variety of keywords.

5 ways to use social CRM platforms

Let’s talk about ways to apply social media CRM data. Here are five practical applications:

1. Optimize each customer relationship.

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Do you know the average spend of each of your customers, their buying patterns, how they respond to your newsletters, and which products they’re most likely to purchase? Take this information and couple it with social media data.

You can build out your customer profiles and have an overview of what people talk about, then proactively respond when it pertains to your business. By adding in your customers’ social behavior, you’re able to see their interests, interactions, and other brands and influencers they follow.

2. Tailor your social content.

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Social media CRM gives you an overview of topics, hashtags, and influencers within your audience segments. Leverage this data to provide timely, pertinent content and boost engagement.

Continue to hone your social content strategy by tying performance analytics to your audience. Reach your customers with targeted messaging based on their interests and ensure that your content is resonating with your focus audience right from the start.

3. Enrich your social customer support.


Currently, 80% of companies claim to deliver excellent customer service on social media, but only 8% of customers agree. It’s pretty clear that social customer support is lacking for many brands.

With a CRM social media integration, you can provide support that incorporates a customer’s interaction history across social channels. By pulling social data directly into your CRM, the same information is accessible to anyone within your organization.

Regardless of where your customers are talking about your business, you can quickly respond to them on the channel of their choice. You’ll be able to catch any negative mentions and provide complete support tailored to their experience.

4. Develop your social advertising.

LinkedIn marketing
Social media CRM software helps to shape your target audiences, allowing you to create custom and lookalike audiences that you can pull directly into Facebook Ads Manager. You can also identify your customers’ purchasing habits and tailor your social ads to their buying behavior with customized offers.

Give your brand advocates and influencers the first peek at new products through advertising created just for them. Alternatively, use segmenting and labels to remind customers to restock purchases they’ve made in the past. Social CRM software offers a wealth of opportunities for improving your paid social campaigns.

5. Suggest relevant purchases.

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Tracking your customers’ purchases and then predicting what they’d be most likely to buy next is easier when you can tie it to social media. You can develop customized ad campaigns for purchases similar to theirs, then direct them to related products.

Build audiences for specific products, and use purchase patterns and social mentions to target messaging. Using social media CRM software makes targeted purchase suggestions more precise and personal, increasing the likelihood that your customers will buy your products in the future.

Tap into your Audience


To connect your CRM with social data, Falcon.io launched Audience, a 360-degree view of current and potential customers. It syncs with your CRM data to create individual profiles for each customer.

The end result is a clean and simple UX that can provide information on a single customer, or gather information to show trends and segments.

One of many advantages offered by Audience is labeling. A label could be anything relevant to your business, from ‘influencer’ to ‘sports fan’. By adding customer labels relevant to your business, you not only have an extra attribution to aid customer service, but also the basis of a new custom segment. 

All these features in Audience are designed to make it easier to manage your customer relationships in a streamlined, innovative way—so innovative, in fact, that it won a Facebook Innovation Spotlight Award.

Through social CRM, social media managers can gain a comprehensive view of their audiences, deliver highly targeted content, and offer dedicated support. It’s a perfect merging of data that empowers SMMs and provides a wealth of intelligence to organizations. 

Social CRM platforms have the power to connect marketers directly with their audience. That’s why they’re virtually a must for modern marketers and SMMs.

Social CRM software isn’t the only social media tech marketers benefit from – for more, it’s worth looking at the 8 solutions that social media management software can provide.

Get the Full Case Study.

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