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The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits by Barton Goldenberg

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Chapter 3. Social Media Pilot Case Study

ISM implemented a global Social Media pilot at one of its customer companies, referred to here as Front Runner. This customer is a well-known brand that provides products and services to consumers worldwide. During this journey, ISM planned, designed, and implemented the pilot, learning lessons along the way.

Front Runner saw Social Media as a new way to communicate with and relate to employees, consumers, partners, and other stakeholders. Using Social Media tools, Front Runner created an online community that allows its customers and prospects to get information, opinions, solutions, and ratings directly from each other rather than from other organizations.

The journey started with the creation of Front ...

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