Integrating social media tools with CRM systems

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Integration between social networking tools and customer relationship management (CRM) systems is an ongoing challenge. According to some experts, the best way to introduce social media tools to your enterprise is to consider how they will integrate with existing systems, particularly your CRM system. At the Social Shake-Up conference, Banafsheh Ghassemi, the vice president of customer experience at The American Red Cross, sat down with SearchContentManagement to discuss the benefits of taking a best-of-breed approach versus going with a "one throat" to choke method of choosing social tools.

"With the advent of mobile, social and location applications, I'd like to expand the definition of [customer relationship management] to include those platforms," Ghassemi said.

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