Four years ago I wrote this...
"One day CRM systems will bolt in blog monitoring functionality so these posts automatically get funneled to the right place. For now, they need to be handled onesie twosie - but handled nonetheless."
Now today Salesforce.com has added Twitter customer service tools to its already formidable suite. Forrester Analyst Jeremiah Owyang sees Twitter's future as social CRM.
However, I don't think Twitter will be the only game in town. There will be lot of venues to vent, all of which can have an impact on brand reputation as journalists discover all of this conversation through Google, Twitter Search and other search engines. GetSatisfaction.com is growing. I wrote about this in our most recent white paper (see trend one).
In addition, I cover this in my first vlog on the Edelman Facebook page (forgive the acting!). My takeaway is that this isn't just a CRM concern, but rather it requires close coordination between customer service and PR. There's a great study on this from SNCR. What's your view?
