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Social CRM is Part of Culture Change

If you’re a regular reader of this blog, then I am sure you are aware of the awesome white papers that Maddie and Lindy have written with Avectra on Social CRM. I think they have a knack for paring down issues to the essence, particularly when it comes to figuring out what to DO next. I like the bias towards action.

And I reiterate my bias to action every time I speak about Humanize. The ideas in Humanize tend to be slightly bigger picture than social CRM. We’re talking about big shifts in expectations of leadership and management. We’re ultimately talking about culture change. And unfortunately, when I mention culture change, that’s when people’s bias towards action disappears. I hear the excuses: Culture change is hard. Only the CEO can change the culture. I don’t have the power to change the culture.

But here’s the rub. Implementing social CRM within your association is actually culture change. You can change culture one process at a time. I think this is really important to keep in mind as we deal with things like social media. As we realize that it’s not a fad and start to bring it inside the organization, we are presented with a wonderful opportunity to change our culture, so let’s not waste it.

{ 1 comment }

totencough December 27, 2012 at 10:20 pm

Well said. Entire brands need to understand the idea that social media is here to stay and it is changing the face of customer relationships, interaction, and marketing. Brands now, more than ever, need to find their voice, be a true “brand” that is built on a solid ecosystem and inbred culture.There are a few companies that are doing this extremely well. Companies like 6Wunderkinder, JobNimbus (, and ZenDesk are just killing it with brand identity and culture via social. Hopefully we can see more of that in 2013.

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