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Social CRM Software


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Base logo
 
Base CRM is a full-featured web-based solution that allows B2B and B2C sales professionals in many industries to work on the go. It features native apps for most mobile devices and a straightforward price structure.
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Base CRM is a full-featured web-based solution that allows B2B and B2C sales professionals in many industries to work on the go. It features native apps for most mobile devices and a straightforward price structure.
 
SalesNOW logo
 
SalesNOW by Interchange Solutions Inc. is a cloud-based CRM platform that can be used on laptops and desktops via web browser or any connected mobile device. The system offers applications designed specifically for Android, iPhone,... Read More
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SalesNOW by Interchange Solutions Inc. is a cloud-based CRM platform that can be used on laptops and desktops via web browser or any connected mobile device. The system offers applications designed specifically for Android, iPhone,... Read More
 
BNTouch Mortgage CRM logo
 
BNTouch Mortgage CRM is designed for mortgage companies of nearly any size. Social CRM features include support for social media posting, tracking of social media marketing campaigns, and running lead generation campaigns.
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BNTouch Mortgage CRM is designed for mortgage companies of nearly any size. Social CRM features include support for social media posting, tracking of social media marketing campaigns, and running lead generation campaigns.
 
SalesOutlook CRM logo
 
SalesOutlook is a leading CRM solution that extends the original functionality of MS Outlook. The simple, easy-to-use platform is ideal for email campaigns and is customizable with Constant Contact integration.
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SalesOutlook is a leading CRM solution that extends the original functionality of MS Outlook. The simple, easy-to-use platform is ideal for email campaigns and is customizable with Constant Contact integration.
 
Propertybase logo
 
Popertybase is a social Customer Relationship Management system designed specifically for the Real Estate industry. Propertybase is a web-based solution that also has the ability to integrate with hundreds of apps and services.
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Popertybase is a social Customer Relationship Management system designed specifically for the Real Estate industry. Propertybase is a web-based solution that also has the ability to integrate with hundreds of apps and services.

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1CRM logo
 
1CRM is a versatile customer relationship management system that is available as an on-premise or web-based system. Its social features help you stay in control of your online presence.
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1CRM is a versatile customer relationship management system that is available as an on-premise or web-based system. Its social features help you stay in control of your online presence.
 
SAP Hybris Cloud for Customers logo
 
SAP Hybris is an omni-channel commerce platform, offering products designed to help enterprise companies target, engage, and support their customer base. The software is available for web-based or on-premise deployment, and integrates... Read More
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SAP Hybris is an omni-channel commerce platform, offering products designed to help enterprise companies target, engage, and support their customer base. The software is available for web-based or on-premise deployment, and integrates... Read More
 
Membrain logo
 
Membrain by Upstream offers a sales automation platform with CRM functionality. The system provides pipeline management, prospecting, lead scoring, sales analytics and content management functionality. Membrain users can define buyer-aligned... Read More
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Membrain by Upstream offers a sales automation platform with CRM functionality. The system provides pipeline management, prospecting, lead scoring, sales analytics and content management functionality. Membrain users can define buyer-aligned... Read More
 
Socious Online Community logo
 
Socius is an online community platform designed industries including manufacturing, distribution and education. Socius provides a platform for companies that allows customers to provide feedback, ask questions and find answers.
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Socius is an online community platform designed industries including manufacturing, distribution and education. Socius provides a platform for companies that allows customers to provide feedback, ask questions and find answers.
 
Canary AMS logo
 
Catering to insurance agencies and agents, TechCanary delivers advanced software solutions that address the industry’s specific needs. Their core product, Canary AMS, is more than an Agency Management System (AMS), it also has a... Read More
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Catering to insurance agencies and agents, TechCanary delivers advanced software solutions that address the industry’s specific needs. Their core product, Canary AMS, is more than an Agency Management System (AMS), it also has a... Read More

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Aspect Zipwire logo
 
Aspect Zipwire delivers cloud call center features in a scalable, user-friendly environment. Its multi-channel inbound and outbound capabilities are a fit for small to enterprise-level organizations, and everything is conveniently... Read More
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Aspect Zipwire delivers cloud call center features in a scalable, user-friendly environment. Its multi-channel inbound and outbound capabilities are a fit for small to enterprise-level organizations, and everything is conveniently... Read More
 
Kareo Marketing logo
 
Kareo Marketing is a web-based platform designed specifically to help medical practices manage their online reputation, marketing, and patient engagement. The system was designed to help practices tackle one of their biggest pain... Read More
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Kareo Marketing is a web-based platform designed specifically to help medical practices manage their online reputation, marketing, and patient engagement. The system was designed to help practices tackle one of their biggest pain... Read More
 
Experiture Marketing Platform logo
 
Experiture is an all-in-one marketing automation and customer engagement platform used by small to mid-sized businesses inmany verticals. In addition to creating marketing programs across email, web, mobile, and more - the system... Read More
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Experiture is an all-in-one marketing automation and customer engagement platform used by small to mid-sized businesses inmany verticals. In addition to creating marketing programs across email, web, mobile, and more - the system... Read More
 
Microsoft Dynamics 365 logo
 
Microsoft Dynamics 365 provides integrated solutions that allow businesses to better track leads, automate field service, drive sales, and improve operations using mobile, enterprise-ready business apps from the cloud. The system’s... Read More
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Microsoft Dynamics 365 provides integrated solutions that allow businesses to better track leads, automate field service, drive sales, and improve operations using mobile, enterprise-ready business apps from the cloud. The system’s... Read More
 
Salesnet CRM logo
 
Salesnet CRM is a sales and marketing automation tool for businesses of any size with a focus on Sales Force Automation. It offers a high level of configurability to ensure the product meets the unique needs of each company. Salesnet... Read More
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Salesnet CRM is a sales and marketing automation tool for businesses of any size with a focus on Sales Force Automation. It offers a high level of configurability to ensure the product meets the unique needs of each company. Salesnet... Read More

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SAP - CRM logo
 
SAP offers social media analysis software to help companies identify consumer trends and preferences; track success of social media marketing campaigns; perform sentiment analysis from data in Twitter and Facebook, and more.
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SAP offers social media analysis software to help companies identify consumer trends and preferences; track success of social media marketing campaigns; perform sentiment analysis from data in Twitter and Facebook, and more.
 
LiveHelpNow logo
 
LiveHelpNow offers a family of products designed to increase sales and lead generation, improve brand loyalty and raise customer satisfaction. It is a Web-based (cloud) platform designed to scale to any size business, from startup... Read More
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LiveHelpNow offers a family of products designed to increase sales and lead generation, improve brand loyalty and raise customer satisfaction. It is a Web-based (cloud) platform designed to scale to any size business, from startup... Read More
 
KANA Express logo
 
Kana is a social CRM solution that can help business proactively engage customers, learn about emerging brand issues, capture customer preferences on product features and benefits, as well as other social media analytics.
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Kana is a social CRM solution that can help business proactively engage customers, learn about emerging brand issues, capture customer preferences on product features and benefits, as well as other social media analytics.
 
GreenRope logo
 
Highly functional, but still very affordable, GreenRope offers a great CRM & email marketing platform for businesses seeking both. It also provides features for marketing, project management, sales force automation, and more.
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Highly functional, but still very affordable, GreenRope offers a great CRM & email marketing platform for businesses seeking both. It also provides features for marketing, project management, sales force automation, and more.
 
REthink logo
 
Founded in 2007 and built on the Salesforce platform, REthink by Think Tech Labs is a powerful, customizable, web-based Customer Relationship Management solution designed for the real estate industry. REthink was designed by industry... Read More
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Founded in 2007 and built on the Salesforce platform, REthink by Think Tech Labs is a powerful, customizable, web-based Customer Relationship Management solution designed for the real estate industry. REthink was designed by industry... Read More
 

Buyer's Guide

by Craig Borowski,
Market Research Associate
Last Updated: May 11, 2017


Social media provides businesses with an unprecedented level of access to their customers. And with Facebook, Twitter, LinkedIn and others only growing in popularity, most businesses now recognize the value of engaging people through these platforms. This may involve prospecting (using paid ads or relevant content to attract new customers or business partners), recruiting new employees, announcing new products or sales or responding to customer satisfaction issues in a public forum.

But a trend that’s even more new is integration between these platforms and customer relationship management (CRM). As critical as CRM is to a company’s sales and customer service experience, businesses that fail to integrate this with their social media marketing will soon find themselves behind the curve.

This guide is designed to help buyers in the very new market of social CRM software identify the capabilities they’ll need and make the right decision. Here’s what we’ll cover:

What Is Social CRM Software?
What Type of Buyer Are You?
Market Trends to Understand

What Is Social CRM Software?

Social CRM involves the integration between customer relationship management software and social media tools like Facebook, Twitter, LinkedIn or others. At the heart of it is an ability to manage the large number and range of interactions for which a business might want to use social media. To that end, features often include:

Social media monitoring There are a number of programs that scour the Web or particular social media platforms to find instances of your brand name being mentioned or references to problems that your product solves. Depending on your strategy and the other capabilities of the social analytics software you choose, this could be delivered to you with custom analytics (that, for example, mine for customer sentiment rather than social interaction) or be distributed in a way that allows you to respond appropriately.
Social media platforms and communities There are a number of programs that scour the Web or particular social media platforms to find instances of your brand name being mentioned or references to problems that your product solves. Depending on your strategy and the other capabilities of the social analytics software you choose, this could be delivered to you with custom analytics (that, for example, mine for customer sentiment rather than social interaction) or be distributed in a way that allows you to respond appropriately.
Automated responses Some solutions provide a way to respond automatically to social media cues, allowing you to retweet messages or provide stock responses to commonly asked questions with a minimum of personnel time.
Internal collaboration For companies with multiple people responding to messages, the system needs to be able to route messages to the appropriate person within the organization, and/or to open and close customer service issues that come through this channel.
Marketing integration The ability to organize new followers into demographics allows for much more efficient sales and marketing tactics. This application category would also include the ability to monitor sharing/subscription statistics on emails and blogs.
Contact management If your strategy requires translating followers into contactable leads, integration with other contact management tools will be a vital part of your social solution.

The benefits of social media CRM should be obvious: it allows you to track and manage data at unprecedented levels of detail, giving you the opportunity to engage your customers in ways you never would have been able to before. It’s worth noting, however, that social CRM is about much more than the software solution itself. For most companies the benefits will only be realized with a well-conceived customer relationship management program already in place. Otherwise, you run the risk of coming across like a five-year-old driving a Ferrari—very flashy, but without the ability to drive your company where it needs to go.

What Type of Buyer Are You?

The entry cost for social CRM tools has never been lower. Many programs offer a free solution for smaller users, and in a field that’s leading the software industry in terms of Web-based solutions, up-front costs are often nil.

That being said, there are some differences in buyers. The two main types are:

Enterprise buyers. If you’ve invested in or are considering a company-wide CRM product with contact management, marketing automation and/or help desk management or if you’re looking for additional industry-specific software (e.g., field service management, contract management etc.), then seamless integration is likely more important than specific features. For this, you’ll want a CRM product with social capabilities, rather than something with a dedicated focus in the social media space.

Best-of-breed buyers. As a rule, smaller businesses tend to be less focused on enterprise-wide application and more focused on maximum effectiveness at particular activities. If this is the case, focus on the features as you make your purchasing decisions. Many social media management tools straddle the space between social media and CRM, so concentrating on the functions you need can yield you a product that delivers exceptional functionality for a very reasonable outlay.

Market Trends to Understand

As you do a comparison of the best social customer relationship management software for your needs, keep these trends in mind. How your vendor fits with these trends could have a big impact on their viability.

  • All CRM is social. Given how essential this functionality is going to be in the future, it’s possible that almost every CRM product is going to offer social capabilities within the next few years. The only question is the focus, how it fits in with your company and what its features are compared to the other tools on the market.
  • Free software. Social media as a category is really leading the way in terms of free ad-funded products, and social CRM is no exception. The more features you need, the more likely you’ll have to upgrade to a pro subscription, but for basic CRM tools there’s a chance you may be able to find a free solution.
  • Platform as a Service (PaaS). An outgrowth of Software as a Service, PaaS allows organizations to develop apps in the cloud. As social CRM continues to grow, expect PaaS-based apps to grow with it.

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Ten Steps Guide to Selecting the Right CRM Software

 

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