Is SCRM really a good social media strategy?

Abstract

Lawrence Angis Associate Professor of Marketing in the Department of Marketing and Management at Macquarie University, Sydney. He has varied research interests, and enjoys teaching, consulting and the process of becoming an oenologist. His research interests are customer relationship management, complaints management, creativity in advertising, neuro-marketing, celebrity endorsement and social media. In addition to his doctorate, he has a fi rst-class honours degree, and has published over 30 scholarly papers.ABSTRACT With the growth of social media, some customer relationship management (CRM) practitioners advocate adopting social CRM (that is, SCRM) strategies. However, what is sometimes proposed is nothing more than the rehashing of old ideas such as one-to-one communication, relationship marketing or customer engagement applied to social media. Such thinking misses the crucial point that social media is about people interacting with each other (in a community). To develop a good social media strategy, it is important to realise that technologies are now allowing people to quickly connect, converse, create and collaborate with each other. Organisations forging new social media strategies should take this into account and not necessarily be tied to activities associated with their current (and possibly ineffective) CRM system.

Marketing Strategies on Social Media Platforms

“…However, the definitions intersect around the concept of social media as digital technologies that promote user interactions and emphasize user-generated content (Amin, 2020: Shahbaznezhad et al, 2018. Ang (2011) defined social media as dedicated applications and websites such as Twitter, LinkedIn, Facebook, blogs, and forums that enable users to communicate and discover people with shared interests. Carr and Hayes (2015) offered varying definitions of social media, such as internet-based applications developed from the technologies and ideologies of Web 2.0 to facilitate the creation and sharing of user-generated content.…”

Revisiting Social Media in Health Care: A Bakhtinian Carnival Perspective

“…Measuring and adjusting involves quantifying social media efforts to obtain clues about what is going wrong and then purposefully iterating to improve future outcomes [26]. At the basic level, social media strategy refers to the activities that allow individuals or organizations to use social media to create value and differentiate themselves from competitors [27].…”

Exploring social customer relationship management in Australian small and medium enterprises

“…However, by integrating social networking with existing TCRM processes, SCRM enhances TCRM and adds greater value by improving the quality of the customer relationship through more meaningful interactions (Acker et al, 2011;Greenberg, 2009;Maecker et al, 2016). SCRM is not just a technology upgrade; rather, it is designed to produce a fundamental and positive change in the quality and effectiveness of a firm's interactions with its customers, thereby making such interactions more profitable for the organisation (Ang, 2011). Adoption of SCRM enables a firm to connect and integrate social networking and the customer-oriented service systems of a firm.…”