Are you being social with your CRM?

Companies turn to CRM tools and strategies for many reasons. Typically it's an initiative  that aims to gather more information, thus providing a better service and, hopefully, a loyal customer. It's the often quoted "360 Degree View" mantra. 

Criticisms of such initiatives however, arise when these initiatives focus on what's important to the implementing company, not their customers. The rise of social networks exposes more of these critiques - with two challenges coming to mind.  

First there were personal websites. Then blogging sites like Wordpress & Blogger became the publishing tool of choice. Now, with hundreds of sites like Facebook, YouTube (etc) offering "online homes" to millions of people, personal narratives are everywhere. These "Social media" outlets offer content created by people, for people. It gives everyone an opportunity to share their thoughts, experiences & profiles using free tools such as blogs, podcasts and video sharing.