The fastest way to fail at Social CRM (SCRM) is to focus on the technology. That was a fatal approach for good ol’ fashioned CRM, because despite the fact that software allowed the idea to scale to enterprise levels, the idea at its core revolved around people. SCRM introduces the same confusion, but to an even greater level; it demands more sophisticated technology, so again the temptation is to look at the applications needed to sort the data. But, in reality, it’s even more about the human behaviors customers exhibit, not only in the real world, but also in social media.

So, as you wrestle with sentiment monitoring, community management, influence measurement and all the other technologies that underpin a sophisticated and serious SCRM effort, how do you remember to keep your eye on the human aspects of SCRM?

When it comes to the engagement side of the equation -- the interaction of your business with the people talking about it in social media -- I have a mnemonic device for you: AAA. I’m not talking about the people who help you when your car won’t start, or the highest level of minor league baseball, or a grade of eggs. I’m talking about three specific attributes you need to display if you’re going to stay focused on your customers and potential customers in the new social age.

The three A’s stand for authority, authenticity and accountability -- and here’s why they’re important.

1. Authority

This is not about the old school, “I’m the business so I know everything and the customer knows very little” version of authority we used to see. The salesman used to be the provider of information and the customer was the receiver, but we all know that era is long gone. The customer can research a service or a product on-line, or enlist the help of thousands of strangers to do so. Your business needs to understand this and instead, embrace a different kind of authority: the kind that comes from being the ultimate expert on what you do, make or distribute. You can’t simply assert that authority any more, you have to work hard at it. You still have an advantage in building this level of expertise: you have the internal methods of learning you’ve always had and you have the community to add to that knowledge (if you’re smart enough to pay attention to it).

This is about building an authoritative knowledge of your products and your processes. It makes sense that you should know more about your business than anyone, but if you’ve ever encountered a customer service agent befuddled about a process or a salesperson stumped about delivery timelines, you know that’s not always the case. The social customer demands that you understand not just what you’re selling them but every other aspect of the product experience. Paying attention to that and finding ways to add that knowledge to your institutional memory is critical.

Doing this allows you to become a trusted social media citizen. It allows you to build trust and to provide answers to serious questions raised in social media while lessening the risk of exposing your ignorance. That leads to building trust, which should be a critical objective for anyone engaging with customers. And it’s not just about building good feeling or customer confidence -- trust leads to greater consideration by customers when it comes time to buy.

2. Authenticity

Today’s customers are tired of being sold to -- they know what that looks, smells and feels like, and they don’t want any more of it. Have you ever hung up the phone on a telemarketer who refuses to veer from his script no matter what you said to him? That’s exactly what customers are doing to businesses who fail to understand the idea of being a peer rather than a product-pusher and who take those old-style selling approaches to new-style social media.