Which technology will be used to capture and distill data from social media sites?
The effort to capture social media conversations — and, more important, to then turn them into actionable customer service processes — requires that enterprises select one of the many existing tools for social media monitoring and management. These tools also make it easy for enterprises to participate in the discussions, and to store and distill the knowledge gained from those interactions. • Are governance issues are a concern? Businesses must consider what governance issues may arise from engaging customers and prospects on the Internet; these range from issues of privacy to those involving data sharing, security, brand protection, and more. • How can social media tools be integrated into existing CRM platforms? Since a company’s social media presence represents just one piece of its customer engagement effort, it’s key that the tools employed for social media can be integrated with its existing CRM platform. This way, an enterprise can manage the entire range of customer contact po
