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March 2012, Vol. 1, Issue 3

Internal social CRM strategies, personality seen as building brand awareness

Social CRM is not about managing the customer through the data you have collected about them; it's knowing how to leverage social media as a tool -- internally and externally -- to develop customer relationships through real conversations and relationship building on the social Web, industry observers say. Effective social CRM strategies start internally To use social CRM to build brand awareness, organizations must first strategize the process inside the organization. What happens externally in social depends on the strategies deployed from within. Dell is one company with strong roots in social media tools and social CRM. It first established a social presence in 2006, when the company proactively reached out to a few thousand customers posting comments daily about Dell in blogs and online forums. People commented on everything from its corporate reputation to things they didn't like on Dell.com. Today Dell has a large social presence backing its brand. According to Richard Binhammer, the company's director of social media and...

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