The Listening space just got exciting. Again.
Or should I say the Social CRM space?
Coming from what used to be called a social media monitoring research firm, I find changes in this space very interesting– whether they revolve around the quest for the ultimate metric for engagement, the hot new look of a dashboard, or the advancement of semantic technology. Most interesting is when companies join forces, including oldies like BuzzMetrics and NetRatings and Cymfony and TNS and, those hot off the press, Attensity and Biz360 and Scout Labs and Lithium – both of which are being billed as dominant forces in the suddenly expanding Social CRM space.
Merging open and closed networks is an important move for businesses; so is responding in real-time; so is amassing massive amounts of data. Each of these, a promise of social CRM.
And with each of these much-anticipated-features of Social CRM comes important watch-outs: