Critical Mass has taken the plunge and is exploring the topic of Social CRM.  I am moderating, Hurdles Along the Path to Measurable Social Marketing Programs (bit.ly/PY1kjc) this afternoon in Los Angeles, CA for SMWLA.  It’s a panel discussion with an innovative talent mix.  Shaina Boone, flew in from Chicago to join us, Taro Ramberg helped with planning, and as analytics geek, I am excited.

As we know, social measurement is the one subject marketers have been muddling over in their conference rooms for quite some time now.  We are still attempting to figure it all out.  For years, I’ve raised my flag on how social is only a small piece of a large puzzle and rushing all marketing efforts towards it, would probably lead to disappointment.  It’s really about listening and using what you learned.  Experience and research have also shown us that the interaction is mostly personal.   Unless consumers are already advocates, their time on social networks, is not focused on Brands.

Now, we are finally seeing a shift in companies wanting to build strategies around customer service and combine their effort with the other channels to understand the consumer.  This brings me joy because though I am not extremely fond of the name chosen by the industry, perhaps SCRM can be the catalyst for building concrete strategies and truly listening to consumers.   If done right in coming years, we may finally capitalize on multi-channel insights and get corporations to leverage attribution models to really see where they can meet the needs of consumers, while profiting from the effort.  In the end, that’s what SCRM is all about, right?  Well, that’s what we want to figure out!

There are oh, so many questions and oh so many factors to solve for so we’ve taken the plunge and starting the conversation.  I’m looking forward to listening!  Join us! bit.ly/PY1kjc