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Social customer relationship management (social CRM) refers to the use of social media and social media techniques to engage a business’s customer base. Social CRM is seen as a customer-centric approach to providing service and product support, raising brand awareness, marketing products and creating a community. The interaction with the customer via social CRM is believed to help companies more clearly understand customer needs and deliver superior products and services.
Social CRM is still more of a buzzword than a concrete concept. It is seen as the next step in the evolution of social media marketing where, instead of simply focusing on sales, a company can engage the customer and get direct feedback that will improve the business. As customers see their feedback implemented by the company, they will feel more strongly about the product or service, thus becoming brand advocates for the company.