Gartner Research

The Five Stages of Social Media Adoption for CRM

Published: 09 October 2013

ID: G00257818

Analyst(s): Adam Sarner , Julie Hopkins , Ed Thompson , Jenny Sussin

Summary

Social media adoption can take several paths to CRM. However, more than 80% of organizations follow a common pattern. IT leaders supporting social media must record the lessons learned in each stage, document best/worst practices, and make them accessible across the organization in order to mature.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Discover Your Stage of Maturity and Why You Are at That Stage
  • Experiment by Engaging With Customers on Social Channels to Accelerate From the Initial to the Developing Stage of Adoption
  • Implement, Track and Refine an Ongoing, Consistently Supported Social Media Program to Define Its Role in Your Marketing Efforts
  • Create Processes for a Full Range of Customers Who Intend to Transition From the Defined Stage to the Managed Stage of Adoption
  • Integrate Social Technologies and Strategies With Legacy Technologies and Strategies to Cross the Chasm Between the Managed Stage and the Optimizing Stage of Adoption

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