5 tips to support your brand via social media monitoring. Tip 5: Tap your CRM

Social media support is most valuable when integrated into your CRM with other channels in the contact center. Yesterday’s Tip 4 explored personalizing responses. Our last tip in this Best Practices series, Tip 5, follows:

Tip 5: Bridge the gap between social media and traditional channels with your Customer Relationship Management (CRM) system.

  • Add the social media channel to your existing CRM to develop a customer-centric profile. You can manage the social media conversation in as much detail as you would a telephone, chat or email inquiry.
  • Including social media activity on CRM allows a seamless conversation with a customer contact that starts on social media, but continues on another channel.
  • Having information from all channels on your CRM allows:
    • Brand Specialists to keep track of all the customer’s issues/transactions in one place.
    • The customer to use their channel of choice.
    • Brand Specialists to provide consistent customer experience across all channels.


Social Media Customer Care can be complex, but is necessary. About 47 percent of consumers ages 18-34 have complained on social media about a brand’s customer service, according to Microsoft. That compares to 29 percent across all age groups and 12 percent of consumers ages 55 plus. With a structured approach and a focus on key brand elements, organizations can establish a comprehensive channel strategy and consistently deliver an exceptional experience to their loyal customers.

See our next Best Practices blog series on Monday.