Gartner Research

Organizing to Support a Full Social Experience

Published: 14 January 2013

ID: G00246059

Analyst(s): Bill Gassman, Ed Thompson


Digital marketing and public relations teams that initiate social marketing programs are ill-prepared to handle a deluge of customer queries. Devise an effective plan by knowing five stages of adopting social techniques into CRM.

Table Of Contents


  • Stage 1: PR and Communications Start Monitoring
  • Stage 2: Marketing Uses Social Media to Interact and Build Communities
  • Stage 3: Social Applications Expand Beyond Marketing
  • Stage 4: A Social Media Team Is Born
  • Stage 5: Use of Social Applications Within CRM Goes Organizationwide
  • What to Do Next

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