White paper on Social CRM for associations

Who owns Social CRM?
Making member management social takes teamwork.

We’ve just published our latest white paper, Social CRM for Associations: What association executives should know about applying social media to membership management. Social CRM refers to both a business strategy for managing customer relationships in the age of social media and also the evolving technology that helps organizations do this. The white paper deconstructs Social CRM into its basic parts and applies the concept to association management.

Even if you aren’t calling it “social CRM†, there may be departments inside your organization that are already changing work habits to make sense of the new data that is flowing in through social media. For example, are you doing any of this work?

  1. Social media monitoring and responding
    Maybe the Communications department monitors and assigns the appropriate people to respond in public social spaces. They even train responders how to do their job. Publications and education can build and curate content around trending topics.
  2. Social profile mapping
    Membership works to gather data, pull in additional profile information, and analyze connectedness against renewal rates. Marketing takes the lead on growing outposts, identifying influencers, and developing word-of-mouth marketing programs.
  3. Outreach and lead generation
    Membership and marketing collaborate to build lists and design member recruitment campaigns appropriate for social media sites. Marketing designs campaigns for products, services, and events. Communications coordinates with government relations, publications, and other departments to coordinate participation in public conversations on blogs and Twitter.
  4. Community management
    Component relations, customer service, the executive team, and many other staff people get involved. Many associations will choose to hire a community manager to lead the charge. Depending on the association’s structure, the community manager could sit in many different departments, especially membership, communications, or government relations. Some associations might choose to have multiple community managers in different departments who collaborate.

Social CRM demands the participation of staff from nearly every department. In fact, this inclusive, holistic approach is a defining characteristic of the Social CRM philosophy. How are you organizing these kinds of activities? To learn more, check out the whitepaper. Special thanks to Avectra for sharing the costs of producing the paper, so you can download it for free.

If you’d like to participate in some of the conversations we’re having around this topic, email maddie@socialfish.org.

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