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Why social media does not replace a CRM system

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Social media as the silver bullet?

You’re using social media, and at this point, keeping in touch with your sphere of influence (SOI) through Facebook and Twitter is nothing new. Therefore, a database or contact management system isn’t really required, right? Well, not so fast. Social media platforms like Twitter, Facebook, and Google Plus are not CRM (customer relationship management) tools. In fact, classifying them as such can lead you down a slippery slope.

To begin with, it’s important for any business to have one consolidated place to store all client and prospect contact information. You know – phone number, email address, mailing address, and so forth. There’s not one social media platform today where you easily do this. But there’s much, much more that social media platforms are incapable of. Let me share some of what this is.

CRMs boost social media efforts

Many who believe that social media is a viable substitute for a CRM solution don’t fully understand what a CRM system can, in fact, do. With a good CRM or contact management system, you can record and track your communication history with a particular client or prospect. You can create drip email campaigns to automate your marketing communications and nurture your leads. You can create automatic reminders (or “ticklers” as some like to call them) to remind you to wish a contact happy birthday or to plan a client appreciation night. You can run reports to see where your best leads are coming from, a list of appointments for a particular day, and/ or a consolidated transaction summary or service report. I’m certainly not aware of any social media channel that’ll allow you to do these important activities.

It’s many times essential to be involved with social media because it’s often where your clients and prospects are. Social media gives you an opportunity to engage in a two way dialogue with your sphere. That being said, social media channels compliment a CRM system, they don’t replace one.
Let’s say you’ve worked with a client in the past and years have gone by without communication between both parties. This client likely won’t even be interested in “liking” your Facebook page or following you on Twitter because, quite frankly, he’s moved on. A CRM system will help you make sure the client doesn’t move on and forget you but uses yours services time and again. You’ll never stop building the relationship and you’ll always be “top of mind.”

The bottom line is that Facebook, Twitter, and Google Plus alone simply do not provide most of the functionality you need in order to build a business based on long-term client relationships and referrals. Social media is great but when we overestimate what it can do, what it’s capable of, and its effectiveness, we lead ourselves down a dangerous and slippery slope.

Matthew Collis is part of the Sales and Marketing Team at IXACT Contact Solutions Inc., a leading North American real estate CRM firm. In addition to overseeing many of IXACT Contact’s key sales and marketing programs, Matthew works with REALTORS® to help them achieve their real estate goals through effective contact management and relationship marketing. IXACT Contact is a web-based real estate contact management and marketing system that helps REALTORS® better manage and grow their business. The system includes powerful email marketing capabilities and a professionally designed and written monthly e-Newsletter.

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4 Comments

4 Comments

  1. Roland Estrada

    January 25, 2012 at 12:18 pm

    100% true. Period.

  2. Roland Estrada

    February 1, 2012 at 2:15 am

    Here is a very cool CRM app I ran across on Macworld Magazine.

    https://www.viporbit.com/

  3. Pingback: Meet Salesmate: the CRM that separates itself from the rest - The American Genius

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Social Media

Zillow launches real estate brokerage after eons of swearing they wouldn’t

(MEDIA) We’ve warned of this for years, the industry funded it, and Zillow Homes brokerage has launched, and there are serious questions at hand.

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zillow group

Zillow Homes was announced today, a Zillow licensed brokerage that will be fully operational in 2021 in Phoenix, Tucson, and Atlanta.

Whoa, big huge yawn-inducing shocker, y’all.

We’ve been warning for more than a decade that this was the end game, and the company blackballed us for our screams (and other criticisms, despite praise when merited here and there).

Blog posts were penned in fiery effigy calling naysayers like us stupid and paranoid.

Well color me unsurprised that the clarity of the gameplan was clear as day all along over here, and the paid talking heads sent out to astroturf, gaslight, and threaten us are now all quiet.

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Social Media

We watched The Social Dilemma – here are some social media tips that stuck with us

(SOCIAL MEDIA) Here are some takeaways from watching Netflix’s The Social Dilemma that helped me to eliminate some social media burnout.

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Neon social media like heart with a 0

Last weekend, I made the risky decision to watch The Social Dilemma on Netflix. I knew it was an important thing to watch, but the risk was that I also knew it would wig me out a bit. As much as I’m someone who is active “online,” the concept of social media overwhelms me almost more than it entertains (or enlightens) me.

The constant sharing of information, the accessibility to information, and the endless barrage of notifications are just a few of the ways social media can cause overwhelm. The documentary went in deeper than this surface-level content and got into the nitty gritty of how people behind the scenes use your data and track your usage.

Former employees of high-profile platforms like Facebook, Twitter, Instagram, Google, and Pinterest gave their two cents on the dangers of social media from a technological standpoint. Basically, our data isn’t just being tracked to be passed along for newsletters and the like. But rather, humans are seen as products that are manipulated to buy and click all day every day in order to make others money and perpetuate information that has astronomical effects. (I’m not nearly as intelligent as these people, so watch the documentary to get the in-depth look at how all of this operates.)

One of the major elements that stuck with me was the end credits of The Social Dilemma where they asked interviewees about the ways they are working to eliminate social media overwhelm in their own lives. Some of these I’ve implemented myself and can attest to. Here’s a short list of things you can do to keep from burning out online.

  1. Turn off notifications – unless there are things you need to know about immediately (texts, emails, etc.) turn it off. Getting 100 individual notifications within an hour from those who liked your Instagram post will do nothing but burn you (and your battery) out.
  2. Know how to use these technologies to change the conversation and not perpetuate things like “fake news” and clickbait.
  3. Uninstall apps that are wasting your time. If you feel yourself wasting hours per week mindlessly scrolling through Facebook but not actually using it, consider deleting the app and only checking the site from a desktop or Internet browser.
  4. Research and consider using other search tools instead of Google (one interviewee mentioned that Qwant specifically does not collect/store your information the way Google does).
  5. Don’t perpetuate by watching recommended videos on YouTube, those are tailored to try and sway or sell you things. Pick your own content.
  6. Research the many extensions that remove these recommendations and help stop the collection of your data.

At the end of the day, just be mindful of how you’re using social media and what you’re sharing – not just about yourself, but the information you’re passing along from and to others. Do your part to make sure what you are sharing is accurate and useful in this conversation.

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WeChat ban blocked by California judge, but for how long?

(SOCIAL MEDIA) WeChat is protected by First Amendment concerns for now, but it’s unclear how long the app will remain as pressure mounts.

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WeChat app icon on an iPhone screen

WeChat barely avoided a US ban after a Californian judge stepped in to temporarily block President Trump’s executive order. Judge Laurel Beeler cited the effects of the ban on US-based WeChat users and how it threatened the First Amendment rights of those users.

“The plaintiffs’ evidence reflects that WeChat is effectively the only means of communication for many in the community, not only because China bans other apps, but also because Chinese speakers with limited English proficiency have no options other than WeChat,” Beeler wrote.

WeChat is a Chinese instant messaging and social media/mobile transaction app with over 1 billion active monthly users. The WeChat Alliance, a group of users who filed the lawsuit in August, pointed out that the ban unfairly targets Chinese-Americans as it’s the primary app used by the demographic to communicate with loved ones, engage in political discussions, and receive news.

The app, along with TikTok, has come under fire as a means for China to collect data on its users. U.S. Department of Commerce Secretary Wilbur Ross has stated, “At the President’s direction, we have taken significant action to combat China’s malicious collection of American citizens’ personal data, while promoting our national values, democratic rules-based norms, and aggressive enforcement of U.S. laws and regulations.”

This example is yet another symptom of our ever-globalizing society where we are learning to navigate between connectivity and privacy. The plaintiffs also pointed out alternatives to an outright ban. One example cited was in Australia, where WeChat is now banned from government officials’ phones but not others.

Beeler has said that the range in alternatives to preserving national security affected her decision to strike down the ban. She also explained that in regards to dealing with national security, there is “scant little evidence that (the Commerce Department’s) effective ban of WeChat for all US users addresses those concerns.”

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