Enterprise CRM provider Salesforce.com has announced a new produce called "Social Studio" that is designed to bridge the gap between a company's social marketing, sales, and customer service departments. It's aimed at content marketers that are generating content for their user base, and it combines content creation tools with social listening and service offerings designed to help companies interact with users though social in a more seamless, meaningful fashion.
Social studio essentially undermines the silos that traditionally separate customer-facing departments within a single organization. Companies can monitor a huge range of social media sources for complaints, for example, and then effortlessly create content and target responses through a single platform. Departments can collaborate through the tool, which means that's customer service reps can listen in with the social marketing folks to cater to customers in a more immediate way. This leads to a new practice called "social selling" - where customer inquires made through social and tied more directly to attempts to solve them and generate leads through referrals.
Many companies are using social to field customer service inquires and monitor sentiment regarding their brand - American Airlines is one of the leaders in this, for example. However, the idea that you can take this one step further and merge social customer service with social selling and content marketing is interesting. It strikes me as the next step in the evolution of social media marketing - social tools are so flexible that it was only a matter of time, in my opinion, until they became crucial to every piece of the sales funnel, not to just the very beginning (high-level marketing) or the end (service).
Source: http://www.marketingtechnews.net/news/2014/nov/19/salesforce-wants-break-down-barriers-between-marketing-sales-and-customer-service/
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