We sat down with a number of industry experts for this month's "Are You a Social CRM Native?" best practices quiz to garner deep insights into deploy social media for customer relationship management. Experts like Wendy Montes de Oca. In addition to having almost 20 years of marketing and media experience and writing our Muscle Marketing blog, she has also worked with Fortune 500 companies and runs her own consulting marketing firm, Precision Marketing and Media. She is the author of Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz (opens as a pdf). Here's what she had to say.
Target Marketing: What mistakes are companies making in their social media CRM strategies?
Wendy Montes de Oca: Social marketing is not just for acquisition, but can also be leveraged for customer relationship management and bonding. I believe companies should be asking themselves how they can best use this platform to engage with customers. I think tactically, what works for some companies may not work for others. Any direct response online marketer will tell you, you have to know your target audience and also test. Social marketing may not be a comfortable medium for some demographics so some trial and error may occur.
TM: What CRM activities is social media best used for today?
WMO: I believe talking to your social media fans and not at them is always good. Mixing up your messages and mixing up the ways you deliver your messages. Asking questions. Making comments. Sharing thoughts. Showing your sense of humor. This is a great venue to let your audience see a different, more human side of you.
TM: What's the most common mistake companies make when it comes to reaching out to their customers using social media?
WMO: I don't think there's an across-the-board "good" or "bad" tactic. Well, I take that back ... spamming is always bad. So anyone using social media for just uploading useless, blatant, self-serving promotions, is social spamming, and that defeats the purpose of interaction and engagement.