Using Social CRM for Marketing

I've just been reading an article on some recent research regarding how marketeers use Social CRM and was very interested to read the results.

Social CRM is a 'buzz' word in the world of marketing and is a topic that is featured in many an article or discussion online, but how is it used? The results of the research showed that most businesses (41.2%) that took part do not have any formal Social CRM program in place, but 25.1% have an informal Social CRM program in place.

But what is Social CRM? To me it is using digital media such as social networks (LinkedIn, Twitter etc) the web and other digital media to engage with and promote my business to others.

The research has shown that 60.9% of the participants use Social CRM for prospecting and lead generation, whereas 58.6% use it to build a community.  Personally, looking at the results, my use of social CRM leads one way or another in most of the roles shown, but am I doing it right? To be honest I find it difficult to show a ROI on Social CRM overall, so I am hoping to be able to rectify that in the future.

Please visit the DestinationCRM website to see the full research results.