CRM software runs my life

Tag: Facebook

Facebook makes you emotionally stunted

Facebook and Zuckerberg are worshipped in a book, movie and this article. I have nothing but respect for the guy and what he has achieved, but what is it doing to society? And if I was cynical (and/or a capitalist), how can we use that change to predict the next big thing?

The quote at the end of the article really struck a chord with me:

We may laugh at Socrates, in the Phaedrus, for denouncing literacy, which he said would create “forgetfulness in the learners’ souls, because they will not use their memories; they will trust to the external written characters and not remember of themselves…. They will appear to be omniscient and will generally know nothing; they will be tiresome company, having the show of wisdom without the reality.”

Is this the first recorded recognition of our increasing degree of specialisation? People’s general knowledge is reduced, and instead focused on a very niche area of experience (i.e. they can rewrite Facebook in Java in under a week, but can’t cook a meat pie).

This specialisation has now extended into the social space. We have less time to socialise, our relationships become more casual, and therefore we need a tool like Facebook to painlessly maintain our fragile web of relationships. Facebook doesn’t deliver a whole lot of intimacy in return, so the numbing cycle continues.

I am not going to make a comment on society becoming more emotionally stunted, because it will make me seem anti-change and old fashioned. Instead, perhaps we can use this as a predictor for future social trends? How can one socialise more efficiently? I only want to be invited to the parties that my best friends are all going to. Alert me when I haven’t replied to my friend’s message within 48 hours. Let me know when I haven’t been tagged in any photos for 7 days and clearly need to get out more. Automated social network maintenance!

What is Social CRM?

Social CRM is a buzz word that is spiralling out of control at the moment. What does it mean? I googled around and didn’t really find a consistent message. Instead I am going to explain my interpretation, let me know if you think it makes sense.

Social networks have two strong points, they are full of customers that are linked by relationships. These are the first two letters of CRM! The multi-billion dollar question is how can you manage them without destroying them or being seen as an evil spy.

Social CRM Feedback Loop

Social CRM Feedback Loop

The first step towards Social CRM is using social networks as a feedback loop for your customer relations programs. Who better to learn from than your customers themselves? It’s the perfect way to refine your customer relations processes and add another source of feedback and innovation into your company.

The next stage is to develop relationships with your customers. From a business perspective I would assume that this is due to repeat business delivering higher margins, mostly because it doesn’t require expensive mass marketing or other customer acquisition. Businesses justify it to consumers by saying it gives the customer an opportunity to dictate and receive a personalised product.

I like idealistic goals, I think when you are talking about customers it is good to at least aim towards being noble. The question is, how many businesses intentions are simply to maintain the margins of their mass market product?

As with everything in life there will be a balancing point, somewhere in the feedback gathering process I think the social networks will reject further interference. That balancing point is what Facebook and others are thinking day and night about, and the point they have crossed at times with projects such as Facebook Beacon. If a social network hits that point perfectly there is definitely big money at stake, but until then companies need to monitor the social networks in their backyard and just listen. There are plenty of companies that struggle to do that internally, let alone through fast moving external networks.

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