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Finding the Right Audience: Many of our experts agreed that while the mass social platforms, like Twitter and Facebook, are useful, the niche, industry-specific communities provide just as much, and sometimes more, value for clients.

Social media has the ability to save companies lots of money through enhancing traditional and online campaigns. INgage Networks‘ Corporate Communications Manager Kathy Saenz explained how her company saved $270K in expenses via social media.

can be a benefit, but this lack of control over content causes some companies to wonder whether these tools might prove detrimental to business. Many struggle with the issue of how much autonomy to allow employees when they blog.

Still, public-relations professionals worry that too-candid blogs may result in branding meltdowns. This fear results in some odd restrictions.

While this is intended as an internal blog, I recognize that it will become public -- welcome to the Internet! As a result, please recognize that I may be a bit limited in my comments and responses, to protect Intel.’’

“What are you doing?”: Seiner Einschätzung nach nutzen von den Menschen, die ihn interessieren, nur 5 – 8% die ursprüngliche Absicht eines Tweets. “What are you sharing?”: Mit Tweets können über Links schnell und zeitnah Hinweise auf interessante Inhalte weitergegeben werden. “The conversation”: Tweets sind ein Medium, um eine öffentliche Konversation zu verfolgen und mitdiskutieren: “Twitter is a 21st century version of the 1950´s “Party Line” where anybody with an internet connection can “listen in” and participate.” “What are you thinking”: In Twitter kann man “laut nachdenken”. Aber sich Inspirationen holen und Hintergrundinformationen bekommen: “I follow many (..) Twitterers because I hope to get additional insights from them above and beyond their blogging & article writing. Also, their non-industry related thinking tweets are great in getting to know them better as individual.”

Lesson 1: Social CRM is a Strategy Social CRM is a business strategy, it is not technology, tools or platform. Social CRM can be defined as the business strategy of engaging customers through Social Media with goal of building trust and brand loyalty.

Lesson 2: Optimize Business Processes Reason why many of the CRM implementations failed over the last decade is that the underlying CRM related business processes were not re-engineered or optimized for the CRM system

Lesson 3: Data Quality is Very, Very (and Very) Important Any information system is only as good as data in it. We have all heard of the phrase “Garbage in, Garbage out” and this aptly describes why some of the CRM implementations failed. Not enough care was taken to ensure data quality.