Social CRM (customer relationship management) is the use of social media services, techniques and technology to enable organizations to engage with their customers.
Social CRM adds a deeper layer of information onto traditional CRM by adding data derived from social networks like Facebook, Twitter, LinkedIn or any other social network where a user publicly shares information.
The key benefit of social CRM is the ability for companies to interact with customers in a multichannel retailing environment (commonly referred to as omnichannel) and talk to customers the way they talk to each other.
[4][5] Social CRM enables companies to track a customer's social influence and source data from conversations occurring outside of formal, direct communication.
Social CRM also allows companies to keep a full audit history of all customer interactions, regardless of social channel they choose to use, available to all customer care employees.