DMA: Data and Marketing Association
Consumer Help
Course Details

Social CRM

The social CRM module will also help a participant build a social business that combines technology with human analysis of consumer sentiment, and help assemble and integrate social media between business units to help manage and track brand conversations.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

This module focuses on the convergence of social media and customer relationship management, as well as the strategies for using SCRM to build customer relationships.


  • Distinguish between social media marketing and social customer service
  • The definitions for the activities that create social customer service management
  • Identifying why customers are using social media to interact with brands
  • Keep tabs on conversations by learning monitoring methods
  • Build a social business that combines technology with human analysis of consumer sentiment
  • Assemble and integrate social media between business units to help manage and track the brands conversations
  • Preparing a SCRM plan for the 2020 customer
  • Know your objectives from the start-so that you can measure success and allocate resources more effectively


Neil Feinstein
Assistant Professor St. John’s University Read Biography »

Social Media + Customer Relationship Management = SCRM

  • Social + CRM Defined
    • Beware! Social Customer Relationship Management Imposters
    • Social Media Strategy versus Social Business Strategy
    • How does Social Customer Relationship Management work?
    • Business Units Inventory Activity
    • Now Becoming Your Customer
    • The Growth of Multi-Channel Customer Managed Relationships
  • Where are our social customers and who are they?
    • Where are the Customers? Customer Relationship Management…
    • Meeting Customers where they are: Social Media Roadmap
    • Which Demographics Use Social Media?
    • Your Customer’s Digital Footprint
    • Assignment- Creating Customer Personas
  • What do customers want from social media?
    • Reasons Consumers Go to Social Media or Social Networking Sites
    • Online Reviews: Reputation Management
    • Who to Believe “Friends” or Brands?
    • Discounts on Social Media
    • Best and Worst Social Media Practices
    • Good Social Media Practices
    • Employees as Brand Ambassadors
    • Listening & Responding as a SCRM Strategy

Social In Your Organization

  • Building A Social Business
    • Who Owns the Social Channels? And What are They Getting Out of it?
    • Marketing, Sales, Public Relations & Technology Departments and Social
    • Who Owns the Customer Relationships?
      • Who Should Own It?
    • Which Direction is the Funnel Going in?
    • Creating Brand Ambassadors Through Sales and Marketing Integration
  • Business Functions Working Together
    • Understanding the Marketing Initiative
    • What does the Sales Team need?
    • Public Relation’s Role
    • Technologists
    • Customer Service
    • Overlap of Process, People, and Technology
    • The Technology of Customer Relationship Management
    • The Ideal: Social Customer Relationship Management

Your Social CRM Plan

  • Preparing for the 2020 Customer
    • Extreme Customer Centricity
    • Social for Prospective Customers
    • Social for Loyal Customers
    • Social to Build Community
    • Social to Make the Sale
    • Social for Technological Assistance
    • Social for Customer Support
    • Social to Resolve Complaints
    • Selling Without Selling
    • Using Technology as a facilitator
    • Social Customer Relationship Management Automation
  • Tips for Achieving Success
  • A Note on Privacy and Consumer Trust

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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