In a nutshell, Social CRM is Social Media Monitoring (or Social Media Measurement) that entails an active, ongoing observation on social media channels or websites. It uses algorithms and tools such as Hashtags or trending topics to observe what people are saying about a business and its products and services.
Social CRM tools are used to watch blogs, news websites, video and photo sharing sites, forums or message boards where customers engage in conversations with each other, and other types of websites that have a high volume of user generated content, to determine the general public opinion and what issues seem to be commonly arising for customers. They are also used to monitor the effect of advertising campaigns, and to find opportunities to speak with customers to raise awareness of services or products in their Internet social spheres.
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