Using the social network as social CRM tool is all about understanding the social customers and understanding how the social platform work. Social CRM may be a blessing or a curse but it depends on the customer experience.
And there are social crm risks and you should learn them in order to prepare. The list is long and I will try to review the three prominent ones.
Negative WOM (Word of Mouth)
Word of mouth is one of the powerful publicities that may serve your business. But it is a two-edged sword. The bottom line is that the company loses control over what is said in the social networks.
Negative comments are the case here. Negative comments stems from emotional reaction regarding the brand or the company; people are passionate and it leads to actions on the social network.This is their power. Blogger are blogging, users are tweeting and conversations are being held 24/7 in the thousands.
No company in the world can afford to employ so many social CRM agents. Furthermore most people today are looking for comments regarding products that they are planning to purchase on other off line. And they stumble upon reclamations or complaints regarding the product or service. These inputs reveal the problems with products and poor customer services.
Another risk the actuality of data and information; you need to remember that the information on the social network will be after one week old enough and unappreciated. It is a challenge to maintain an updated account on any social CRM platform.
Social CRM is Time consuming with Difficult to measure ROI
One of the most common social CRM risks is wasting your time. Once you decided you want to invest and plunge into the social CRM you must plan first and lay the groundwork for your social CRM. When active with social CRM it is not enough to sign up for a different social platform such as LinkedIn and wait for the calls.
Without planning you will lose time and resources. And there are so many tools and platform. Which are the right tools for your kind of business? Be careful of lack of concentration. It requires an analysis of the available platforms and the social partners that are hanging in this environment.
Plus it is always unclear who is organizationally responsible for maintaining the social CRM; Is it the marketing? Is it the IT? Or is the sales? The truth is that all should be involved. In order to initiate effective social CRM activities everyone should take an active part: blog, tweet, get friend and likes and upload films in youtube.
And after you invest the time and resources in planning and maintaining social CRM activities the measurement of ROI is very difficult – just like public relations (PR); no one can tell you exactly if it works or not. This is all about your feeling after a period of time.
Privacy and Security Issues
Business of all sizes and kinds today are actively integrating Facebook, Twitter and other social platforms into their customer relationship management (CRM) and marketing activities. And it creates a lot of insecurity “opportunities”.
The risks are disclosure of proprietary information, exposure of personally identifiable information and fraud. Your company should not be reckless and consider which measure it takes in order to avoid the mentioned above. And the risk is becoming double – you may experience data theft and your reputation and brand might be severely harmed.
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