Call it social maturity or social CRM, social media is no longer the new kid in marketing but has become a core part of corporate business strategy. Conversations around social media have shifted. Once the domain of the pimply kid wedged in the corner between marketing and IT, it now has a seat at the directors’ table and a space on the CIO or CTO’s agenda.
Factors driving this conversation centre around the shifting power balance between companies and their consumers, agree both Forrester and IBM. By ingraining social media into CRM management, companies are better able to navigate this chance, says IBM’s regional executive, Lotus collaboration portofolio for Southeast Asia, Christopher Blake. Read More