Abstract
Social media have a variety of use cases in CRM and Social CRM solutions vary considerably in scope and complexity. This chapter discusses four critical aspects for the implementation of Social CRM. First, businesses need to define their individual strategy towards Social CRM based on four generic options. Second, the organizational and the technological degree of integration indicates the sophistication of a chosen Social CRM approach. Third, the analytic technologies offer various degrees of automation with techniques of the semantic web requiring increasing investments in Social CRM. Fourth, regulations concerning privacy, copyright and competition aspects need to be taken into account.
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Notes
- 1.
Text mining combines “techniques from data mining, machine learning, natural language processing (NLP), information retrieval (IR), and knowledge management. Text mining involves the pre-processing of document collections (text categorization, information extraction, term extraction), the storage of the intermediate representations, the techniques to analyze these intermediate representations (such as distribution analysis, clustering, trend analysis, and association rules), and visualization of results.” (Feldman and Sanger 2006, p. x). Many of the statistical techniques, the intermediate representation as well as the visualization of results are known from the field of data mining, which focuses on the analysis of structured data.
- 2.
Ontologies are part of the semantic web investigation and may be characterized as “[…] a formal, explicit specification of a shared conceptualization” (Studer et al. 1998, p. 184). They create a common sense for a specific field of application.
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Among the examples are the OECD Guidelines on the Protection of Privacy and Transborder Flows of Personal Data, the Transborder Data Flow Contracts in the Wider Framework of Mechanisms for Privacy Protection on Global Networks, or the Policy Guidance for Digital Content.
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In general, this includes any natural person identified or identifiable by data (see Art. 4 GDPR). In the domain of Social CRM, this typically applies to all (potential) customers as well as users of social media platforms.
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An identifiable natural person is a data subject, who may be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person.
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Alt, R., Reinhold, O. (2020). Social CRM: Challenges and Perspectives. In: Social Customer Relationship Management. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-23343-3_4
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