Gartner Research

The Five Stages of Social Media Adoption for CRM

Published: 20 January 2016

ID: G00296120

Analyst(s): Jenny Sussin

Summary

Social media adoption can take several paths to supporting CRM initiatives. IT leaders supporting social media or CRM must record the lessons learned at each stage, document the best and worst practices and make them accessible across the organization in order to mature their CRM program.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Identify Opportunities for Engagement — Maturing From Initial to Developing
  • Create a Purpose Statement and Relevant Performance Metrics — Maturing From Developing to Defined
  • Bring Social Media Teams Out of Isolation — Maturing From Defined to Managed
  • Determine Which Information Sets Are Needed to Prove Business Value — Maturing From Managed to Optimizing
  • Conclusion

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