Friday, April 27, 2012
Social CRM is a valuable tool for improving a business' operations. Not only does it provide valuable data that can be used to increase efficiency, it also allows for greater engagement with customers and clients.
However, as CMS Wire's Chris Bucholtz recently highlighted, some companies are wary of pursuing a complete social CRM solution because of the potentially overwhelming amount of social media data available. With so many users participating in so many conversations, and with their own limited resources, it can be difficult for an organization to know when and when not to engage with customers.
Bucholtz went on to argue that big data analysis may mitigate this issue. Big data solutions can examine large datasets, filtering out irrelevant material and prioritizing useful data. By doing so, big data can allow companies to focus their efforts on social media users and conversations most likely to yield results.
These sentiments were supported by Keith Dawson and D. Daniel Ziv on MediaPost. They claimed that big data solutions can provide near instantaneous analysis of social media data, allowing for improved decision making.