What is Social Relationship Management?

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We have something a little different for this week’s post!  Our friends at Astute Solutions sent us this great explanation of Social Relationship Management. Hope you find it useful!

What is Social Relationship Management?

by Nicole Prairie & Dennis Schiraldi

Every hour of every day, millions of conversations are taking place on social sites. In fact, not surprisingly, social sites and blogs account for 23 percent of all our timespent online. No matter your generation, or what business you are in, you have most likely heard about the importance of social media for branding and customer relationship management (CRM). Social relationship management (SRM) has become a mainstream term, but you may still be wondering exactly what it means and how it impacts your organization. Here’s our take on it:

Keeping a finger on what is trending, discussions on your social media pages or a competitor’s site is great, but by itself, it’s simply not enough. An SRM solution, such as Astute SRM, helps you filter through the noise and focus on topics and trends relevant to your business. From there, SRM helps convert the information you gather into stronger customer relationships through successful campaigns and features, such as:

  • Monitoring millions of social media sites, blogs, and review sites (e.g. not just Facebook and Twitter, but also Instagram, Google +, LinkedIn, YouTube and Amazon Reviews)
  • Analyzing relevant comments and categorizing them as positive, negative, or neutral, and also taking Sentiment Analysis a step further by detecting specific emotions such as anger, disdain, affection, etc.
  • Routing priority issues to the appropriate email or queue in your CRM responsible for maintaining your social media or quality control
  • Engagement that ensures you respond to relevant tweets, posts, comments and discussions at the right time. This is especially crucial in an era where 42 percent of consumers expect responses to social media complaints in 60 minutes or less.

Using these tools, your marketing team gains real-time intelligence that reduces the need for costly market research and focus groups. Additionally, SRM can: make your messaging and branding more effective; identify and correct a problem with your product or service before it goes viral; uncover gaps in your service model; and gather feedback about new product rollouts. In other words, SRM puts you far more in control of your social media presence and overall brand image than ever before.

SRM is the future of customer retention and creating more engaged audiences ready to become loyal brand advocates, so what are you waiting for? For more information on Astute Solutions Social Relationship Management solutions, click here.