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Marketing and customer care intersect at peer content, which results in more interaction on social. Something that too many marketers treat and measure like TV. As I listened to various presenters at a recent conference in New York, one striking observation jumped out at me: the unanswered demand for scalable engagement built on peer versus brand content.
If you’re looking to build brand advocates, integrate your CRM and social data to ensure you don’t overlook great customers who may have small followings. Building beyond social media marketing and marketing engagement? As you build your social media platform, consider how CRM fits into your plans. I’m not talking about “social CRM,” per se, though elements of it are certainly present.