Social CRM Software: A Guide to Social Media Integration

by Feb 18, 2022Marketing CRM, Social

What is Social CRM | Office24by7

Customer Relationship Management (CRM) is one of the most commonly used software systems among small, medium, and large organizations. They provide organizations with multidimensional customer profiles that will help predict and control the data, depending on which companies can customize their sales. Open social media channels can track customer behavior and provide a lot of data that a business needs from customers without any hassle. In the age of social media, it is time for brands to gear up their social media marketing with by integrating with CRM, using a social CRM software. 

In this article, we’ll discuss the need for social media integration with CRM and why every business needs it. 

What is Social Media Integration with CRM?

Social Media Integration with CRM | Office24by7

Social media integration with CRM implies connecting a brand’s social media channels with CRMs, which enables companies to have a chance to be responsive all over social media. This integration will help brands observe their customers’ behavior, get customer insights, and get a chance to analyze their next purchase. With social media integration, you will be notified once a customer posts about your brand, even without tagging you. You can immediately address and respond to positive or negative reviews or customer queries/issues. The best part about this is that you don’t always have to be online and scrolling through your social media channels. Once anyone mentions your brand, you will get a trigger; all you have to do is respond to that mention. You can do this from CRM itself. A CRM can be considered one of the best social media marketing tools if integrated and used efficiently.

Importance of Social CRM Software | Office24by7

With social CRM software, your customers are not limited to calling, emailing, or raising a ticket on your platform. With the best CRM with social media integration such as Office24by7, customer information is segregated into different sections and assigned to teams accordingly. Social CRM software can be used in two different ways- for better customer service and marketing:

Social CRM Software for Customer Service

Let us talk from the customer’s perspective. So many social media users are talking and giving feedback to brands via different social media channels. One of the leading telecommunication brands in the UK- BT, has stated that they get 40% of feedback from Twitter.

It isn’t limited to one brand, and it’s crucial for businesses to mark their presence on social media to become more accessible to customers.

Social CRM Software for Marketing Purposes

When interacting with customers online, you can talk with more than just your targeted user. You will be talking to many people at a time, which will help other social media users analyze and understand your behavior. The way your brand reacts to customers’ questions will have a direct impact on your organization.

You can also deploy a two-way social media marketing strategy, a method by which you can market your brand using social media channels and interact with the customers. For example, if you tweet something and a customer interacts with your brand, you can exchange a series of replies and turn it into two-way marketing. Two-way marketing generates next-level buzz and traction on the product/service.

What Can One Measure Using Social CRM Software?

How to Engage Customers in Social Media | Office24by7

So, why Social CRM? Well, you can interact with your customers using it. But is that it? No, there are some other metrics that you can measure using Social CRM.


The likes, comments, and shares on your post will help determine whether the content you are putting out is in sync with what your customers expect. Some brands use more reels on Instagram than other posts, as their target visitors are engaging with reels. This way, the likes, shares, and even saves will help you understand the content your customer likes and wants to see.


Social media will help drive traffic to your website, brand pages, and e-commerce sites. This traffic usually goes unmonitored, but with social CRM software, you can see where the traffic is directed to your platform. You will get a chance to monitor different details with ease using the social media monitoring feature.

Level of Followers

With Social CRM, you are not just tallying up the followers. You can check about their social media presence on the whole – with whom they are connecting, how many followers they have, and how active they are on the platform. These details are important in assessing your followers’ behavior.

Brand Mentions

You have to know what social media users say about your brand. It is quite important and also this monitoring shouldn’t be limited to your followers, you need to get information from all over. With CRM, no mention will go unnoticed, and you will get to know about every buzz and discussion without fail.

Social Media and Social CRM Stats You Need to Know

Social Media Stats | Office24by7

Social media is all over with different channels and various types of posts. It is not easy to pick and use one of these channels without knowing whether it will suit your business. On the other hand, if you still think that a social media presence for your business is not important, then read these statistics from HubSpot and Simplify 360 blog. 

  • According to 59% of marketers, social media is one of the most effective platforms to generate leads, provided they have done proper marketing on it.
  • For 61% of marketers, lead generation has become one of the biggest hassles, while 67% say that social media marketing helps in generating leads. 
  • 33% of customers would prefer interacting with customer care executives over social media rather than calling and waiting for their response. The long call wait time is a reason for this.  
  • Nearly 70% of customers have used social media to raise their issues on one or more occasions.
  • Companies that use social media for service-related issues will make their customers stay and engage with them for more than 20-40% of the time.  
  • On Twitter, the number of tweets that mention brands or their service accounts directly has increased by 3%.
  • Customer advocacy increases by 25% when companies answer social media complaints. 
  • 54% of millennials, 50% of Gen Exers, and 52% of baby boomers said they are not interested in doing business with companies with poor service.

How to Setup a Social Media CRM Process?

How to Setup Social CRM | Office24by7

According to a study conducted by J.D. Power and Associates, 43% of the consumers in the age group of 18-29 are using social media to raise complaints and avail of customer service. Only 23% of social engagements are happening in marketing. So, it is important for companies to have a proper social media CRM process in place.

Social Listening

Social listening means knowing what social media users are talking about your business even when you are not tagged or mentioned. They can talk about your services or products, your company, or key people on social media. You can like, retweet, and respond to it, which will encourage other customers to talk about your brand. Users’ information on social media platforms is nothing less than a gold mine for organizations. You get a chance to cross-sell or upsell here.

Priorities Matter

Many customers have started opting for social media to raise their grievances, and it takes work to address all the issues by yourself. So, it is important to have your priorities set. Know which issues are more pressing and understand what needs to be addressed first. If you want to be heard by more people when addressing an issue, answer the user with more followers.

Have all Social Interactions in One Place

In companies, there are different teams addressing different types of issues. If you have all of these interactions in one place, you will know about the people, not just their profiles.


You will get a lot of data from social media interactions. Know the number of high-priority requests you receive daily and how many of them are addressed. Keep an eye on the time the team takes to address them. Conduct a survey to learn about your customer opinion on your social media presence. You can check their expectations and compare your present metrics.

Customer Expectations from Brands on Social Media

Before digging deeper into the topic, one must understand what customers expect from social media brands.

Benefits of Social Media Business | Office24by7

Unified Experience

There are so many social media channels, and customers can interact with any of these they want to. However, if a customer has interacted with you on one platform first for one issue and then contacted you from another platform for another issue, they expect a similar problem-solving capability. They want a unified experience on all of these social media channels.

Great Customer Service

Customers are more likely to recommend a brand that has offered great service on social media. They expect a solution that will solve their issue in as little time as possible. Customer service just in stores or on-call isn’t going to cut it anymore. It has to be satisfactory, even on social media.

Faster Response

The response time should be faster. No one has time to wait for your response in a time of crisis. When you are watching them in real time, it is your responsibility to respond to them instantly. Most customers expect responses to their queries on Facebook and Twitter within thirty minutes.

How to Use Social CRM Software Data?   

Once you have gathered data from social media CRM, here are the different ways to use Social CRM software data. 

How to Use Social Media Data | Office24by7

Create Customer Profiles

As a business, you know the average amount each customer spends when they make a purchase, their buying patterns, and whether they see your newsletters. You can merge this data with their social media behavior, and you have customer profiles. These profiles will give you the feasibility to optimize your marketing strategy accordingly.

Offer Better Customer Support 

With social CRM software, you can consolidate all the details of your customers in one place and respond to anyone who has raised an issue related to your brand on any social media within no time. This increases the customers’ trust in your brand. CRMs have a Ticketing Management system which will help in resolving customer issues and keep the entire team posted about it. 

Curate Social Content

At any point in time, customers will be attracted to your brand only when you publish content that interests them. This should be the top priority of brands while doing social media marketing. CRM collects the data as to which of the posts are getting more likes, shares, or in short engagement, and you can use those insights while curating content for your brand.

Improve Social Media Advertising

With CRM, you will get an idea about the target audience and their online behavior, which can help prepare ad campaigns for them. With the data these social media channels share with you and your CRM, you can make the most out of your social media advertising, which will eventually give you better returns.


Benefits of Social Media Integration with CRM| Office24by7

Top Social CRMs in the Market in 2022

Salesforce Social Studio

Salesforce CRM has been the pioneer in CRM and SaaS products. Right from listening to consumers online to an AI tool- ‘Einstein Image Classification’ that will help in recognizing any kind of objects or logos on images in social media and then mentioning it in the CRM, Salesforce Social Studio covers every aspect of a CRM. However, it is quite pricey, and small organizations won’t be able to afford it. 


Hootsuite is a social network management tool, which has integrated customer relationship management into it and is offering a comprehensive platform for users. You can make use of the calendar and schedule posts, monitor social media and listen to the users, save and share the content posted by users, analytics, and reporting are also done. It has all the best Social CRM software features available in the premium plans. It needs a dedicated CDRM to get the different customer management aspects that you need.

HubSpot Marketing Hub

HubSpot works along with its free CRM platform and offers a service platform for the support teams. Users can post on different social media channels and also manage their landing page and blog as well. It also recommends the best post time by analyzing your followers and their active time. However, their premium plan takes a big jump forward and offers many advanced features. This difference has a huge impact on the buyer’s decision.


AgoraPulse has great features and is perfect for large businesses. You can auto-label the followers according to their interactions, combine various features into one, and offer a standalone service. One can publish content, engage with all the comments in a single inbox, get interesting analytics, etc. AgoraPulse is a social media management platform first and a CRM next. It lacks some features and one needs to integrate it with an external CRM to make the most out of it.

Sprout Social 

Sprout is a CRM platform that gives extreme importance to social media channels. You can incorporate social media accounts from Twitter, Facebook, LinkedIn, Instagram, etc., and make the most out of Sprout Social. The smart inbox collects interactions from different channels and consolidates everything in one place. However, understanding the features of Sprout Social is not an easy task. With the features it offers, Sprout Social is a great platform for bigger companies with huge budgets.


When compared to the other amazing CRMs present in the market, Office24by7 Social CRM software is available at an affordable price and is the best CRM with social media integration. Here are the features that we offer that keep our brand class apart from our competitors:

Office24by7 Social CRM Software
  • Amazing User Interface: The Social CRM software has a user-friendly interface with which even a layman can work. You don’t have to be tech-savvy to use it and can get acquainted with the CRM within no time. 
  • Engagement Analytics: Know about the likes, shares, and saves of your posts with Office24by7. Understand which of your social media posts are doing great, why they reached more people, and what other posts are lacking. 
  • Social Listening: With our social listening feature, set up the relevant keywords and when someone uses them in their posts, tweets, or description, you will get a trigger immediately.
  • Integrate with various social media platforms: Office24by7 Social CRM software offers you enough flexibility to integrate with different kinds of social media platforms. Starting from Facebook to Pinterest, be everywhere with Office24by7. 


The amazing services of Office24by7 Social CRM software at affordable pricing will surely help kickstart your social media marketing. Do not stay in the herd and be isolated with your social media channels, make noise everywhere, market your presence everywhere, get noticed, get leads, and earn huge returns on your investment with Office24by7. 

Just drop your details in our ‘Get Quote’ form and we will get back to you.

Don’t have patience and don’t want to wait? Just call us at +91 7097171717 or email us at


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