When Social CRM meets Business Process Management
The use of social media is growing at a phenomenal rate. Any company that neglects this channel does so at its peril.
Of the organizations that have embraced social media monitoring, most have so far focused either on generating weekly dashboards or on responding one-to-one to comments.
However, social media monitoring will soon be worthless without a systematic approach to gaining insight from the findings, and then acting on it. Today, responding on an ad hoc, largely manual basis might be just about manageable. Tomorrow, as customer-created content continues to proliferate explosively, that approach will no longer be viable.