Social media marketing is no longer in its infancy, it has moved on a deal since its introduction.

Originally, using social media platforms to market your brand consisted of ensuring your brand name was made readily available. For a period of time this area of marketing consisted predominately of who could shout the loudest, but over time the work has become more subtle and intelligent. Many companies remain unaware of this and retain their old school social media techniques.

Most consumers have become more savvy to the way in which companies market on these platforms. Originally people believed in the notion that a real human would man the controls, but the rise of automation tools posting content at  precise regular intervals, made people begin to lose faith.

To put it in context, 56% of people now ignore all tweets from brands and businesses. At the same time 85% of people expect companies to have an active social media presence leaving organisations in a catch 22 position. This compromise has been the driving force behind this shift to more intelligent social media marketing.

No longer should companies aim to shout the loudest, they should aim to get others to shout for them. As many as 90% of people trust peer reviews and recommendation, this statistic – and others along the same lines – have been vital in the evolution of social media marketing. You don’t need people to just see your posts; you need them to share them in order to give a recommendation by proxy.

Furthermore, implementing review systems that are visible to the public, either on social media sites or linked through from them, can greatly aid your cause. It has been observed by as many as 70% of global consumers, that online peer reviews are the second most trusted form of advertising.

Why is this relevant to CRM?

The answer is that the two go hand in hand. Most modern CRM systems are repositories for all lead and customer data. This includes their buying habits and company habits, but also their social media output. CRMs like Microsoft Dynamics are slowly becoming vessels through which you can produce and curate social media content, as well as consume it. The combination of customer history and social media management tool, gives you the perfect platform to orchestrate peer influencing campaigns.

You understand what your customers have bought in the past or what products sell best – after all this is stored on your CRM – therefore offer deals and competitions on what people want. There is no better way of getting your social media contacts to do the hard work for you than offering them something they want.

Quite often these can be pretty simple and blatant share for a chance of winning competitions, that combine the benefits of raising brand awareness with a tacit recommendation from peers.

Additionally, all these social media interactions can be stored in your CRM to help create more focused traditional marketing campaigns and provide insight into a lead prior to a sales rep making a call. The relationship between social media marketing and CRM is mutually beneficial.