What comes first -- social activity or customer relationships? Can you have one without the other? This month's Tweet Jam participants dissected the issues related to Social CRMs, the strategies that drive them and the very essence that makes companies successfully social. In our last Tweet Jam of 2012, this was probably our most comprehensive -- leaving us all with much to ponder as we prepare for the new year.

Social Puts the Relationship Back into CRM

What is the mission of Social CRM? Efficiency. Guidance. Engagements. But in the end, it all comes down to the customer. Traditional CRM collected information about what was once a traditional offline customer experience. But now customers are online and engaging socially with one another. A Social CRM is still about the customer, but more importantly about the value that can be gleaned from what they do and say.

[View the story "Q1. How do you define the core mission of Social CRM?" on Storify]

Q1. How do you define the core mission of Social CRM?

The core mission of social CRM is to improve business agility and customer delight. #cxmchat #socbizVala Afshar

Q1: To monetize your social interactions for revenue generating and cost saving opportunities #CXMChatDan Burke

Q1 One of the key goals is to sustainably increase levels of positive customer engagement across all channels #CXMChatCoreMedia

Q1 core mission of social crm? Social helps put "relationship" back in CRM #scrm #cxmchatRob Howard

#cxmchat Q1 the core mission is to break down the information silos. CRM is traditionally used by sales and support, and few others.Christian Buckley

Q1: Customer customer customer #cxmchatJulie Hunt

Q1 #SCRM can help you to increase customer satisfaction, drive positive awareness, and increase sales of products and services #CXMChatCoreMedia

The core mission is to connect with users over the channel that they want to use, for improved #CX #CXMchatKate Leggett

Q1: The core mission of Social CRM is guidance, it is a path from CRM to Customer Experience, driven by participation #CXMChatMitch Lieberman

Q1: The core mission of CRM is about efficiency and scale - the social aspect is about person to person, human to human, not media #CXMChatMitch Lieberman

#cxmchat Q1 it is about providing a holistic view of the customer engagement, showing all customer touch points, learning from themChristian Buckley

@cmswire Q1 Social CRM centres interactions around insight from online channels to build customer intimacy & increase sales #cxmchatArtesianS

Q1 Good #SCRM is inherently holistic – social support strategies can drive awareness and market insight – and vice versa #CXMChatCoreMedia

Q1: Social CRM is a bridge to the connected customer. It is part strategy, part process and yes, technology #CXMChatMitch Lieberman

Q1: Agree w/ many on improving #CXP - but must be genuine & bring real value to #Customer. Of course, biz value must be gained too #cxmchatJulie Hunt

Q1: Deepening and personalizing customer relationships efficiently and through social (take care of that and the money will come) #CXMChatHyoun Park

Q1 ...and CRM + Social = a more complete view of the relationship customer has with your brand #cxmchatRob Howard

Q1: To combine social with direct interactions across the call center, physical stores, email/chats and on and on..... #CXMChatDan Burke

Q1 It’s also about engaging customers on their terms & providing a unified, authentic, & transparent experience across touchpoints #CXMChatCoreMedia

A solid CRM mission is to focus on the ‘R’ in CRM – relationship building matters most. #CXMchat #socbizVala Afshar

key to creating strong customer relationships is understanding them #cxmchatKognitio

Social is another comm channel for customers to use. Agreed with @mjliebs: strategy, process, tech and people mgmt #cxmchatKate Leggett

#cxmchat social CRM is not just about improving feedback loops with customers, but also improving customer dialog across business unitsChristian Buckley

Social CRM is partially about a complete view, but I believe that is internal thinking - Social CRM is from the Cust perspective #CXMChatMitch Lieberman

Q1: Social CRM is about guidance and extending both customer communications and interactions across new and diverse channels #CXMChatMitch Lieberman

Q1 Ultimately, the goals of #SCRM are the same as traditional #CRM – understand your customers better so you can serve them better #CXMChatCoreMedia

Social CRM can help companies shift from a defensive to offensive service delivery model. #CXMchat #socbizVala Afshar

@mjliebs #CRM should be about the customer. Unfortunately many companies dont take an outside-in approach #cxmchatKate Leggett

Q1: Customer POV, needs, desires are key here. Relationships are bi-directional. #cxmchatJulie Hunt

Q1: Social CRM engages the customer in a conversation to provide value in a transparent business environment. #CXMchatAmy Bishop

"It's not about connecting the dots; it's about connecting the people" #CXMChat #socbizChristineMousseau

In a connected economy, social CRM improves contextual understanding of our network – people and products. #cxmchatVala Afshar

Q1: and the ability to understand the meaning of all these interactions #CXMchat and understand them at scale!Dan Burke

Social channels and CRM also have to be aligned to a company's brand. Its not a 1 size fits all #cxmchatKate Leggett

Q1: #sCRM is also means to connect 'social on inside' to 'social on outside' - Social outreach to customer needs true social org #cxmchatJulie Hunt

So it's not just about customers? - it's about what they're doing, saying, too... #cxmchatCMSWire.com

@cmswire absolutely - it's about building a broader picture of customer interactions, not just a database of names #cxmchatRob Howard

BTW - I do not think of Social as a channel. Social is a way of being - I like to say digital channels (just me) #CXMChatMitch Lieberman

#cxmchat Q1: Core mission is business value. Relationship, connection will come when that is met. Is the CX better & impact on bottom line.Megan Murray

core mission is customer value, from which all biz value is derived @MeganMurray: #cxmchat Q1: Core mission is business value.deb louison lavoy

"A True social enterprise consists of social people, social machines and products" #CXMChat #socbizexcellenceChristineMousseau

Q1 It's about giving the customer a great share of voice and following their lead - when appropriate #CXMChatCoreMedia

It's Not About the Technology. It's About Humanity.

Technology is important, but it will only get you so far. People -- employees and customers alike have to feel empowered to use it to make us more productive. Accessibility is also key -- your technology needs to be where the people are and the information shared needs to be used to continually improve how you engage with customers and deliver services.

[View the story "Q2. What are the key technologies/practices changing customer service today?" on Storify]

Q2. What are the key technologies/practices changing customer service today?

Q2: With Social CRM, Social is NOT about Media, it is about being human, conversing and solving problems of mutual benefit #CXMChatMitch Lieberman

Q2 #SCM tools include monitoring/analytics, hosted communities, public networks, peer-to-peer forums, social WCM, and more #CXMChatCoreMedia

#cxmchat Q2 automation around social platforms is key. companies are able to find brand/name references, take action much more quicklyChristian Buckley

Q2: My $.02 transparency is the game changer in customer service - in some cases, it is forced, but that is a benefit to customers. #CXMChatMitch Lieberman

Q2 For #SCRM to be effective, you must respond quickly and appropriately – this requires a dynamic web publishing platform #CXMChatCoreMedia

Q2: Practices (and people) for #sCRM paramount, as well as cultural changes to be social org. Tech applied where appropriate #cxmchatJulie Hunt

Q2: Technology has tightened the response/agility loop, again, companies do not have a choice - necessity is the mother of inven... #CXMChatMitch Lieberman

Q2 #SCRM is an extension of traditional CRM / Marketing so must be well integrated with legacy systems for managing customer data #CXMChatCoreMedia

@cmswire Q2 Self service #custserv great to filter out simple queries. But contacting someone if needed/preferred must be easy #cxmchatAnthony Thomas

Q2 people prefer self service: they start on google and you are lucky you can interact with them. Why #scrm is critical #cxmchatRob Howard

@robhoward Interesting point on Googling. Key factor: accessibility. Need to utilise same tech. and be where your customers are #cxmchatAnthony Thomas

Q2: Dynamic biz processes & practices important to support real-time X-channel interactions w/ customers #cxmchatJulie Hunt

#cxmchat Q2 core technologies: Twitter, IM, web meetings, social networks, video, case management, blogs, wikis -- all social tools employedChristian Buckley

Q2: 4 better #custserv, its abt being proactive, personal, making interactions pain-free, & efficient service x productive agents #cxmchatKate Leggett

#cxmchat Q2: Practice - The shift to a "social" org is a sea change for most. Not to be underestimated. Change support crucial.Megan Murray

Q2 Social is only part of the transofrmation #CXMchatKate Leggett

#cxmchat Q2 the hard part is figuring out the right mix for your culture, your customersChristian Buckley

Q2Technology allows for scale in automating the understanding of customer interactions #cxmchatDan Burke

Q2 Social monitoring give companies greater ability to anticipate problems before they occur – not sure how many actual do this tho #CXMChatCoreMedia

In the near future, behind phone & email, social networks will be #3 preferred contact channel for B2B #custserv. #CXMchatVala Afshar

Q2 Better aligning your service offering to your brand - and using the right channels, metrics and measures to delight cust #cxmchatKate Leggett

Q2: In background, Integration v. important: data, intelligence, processes, conversations. Pieces need to fit together for support #cxmchatJulie Hunt

@juliebhunt COmpletely agreed! Data integration = for personalized, proactive service #cxmchatKate Leggett

Q2: Social is driving awareness of customer service (issues) as much as it is having a direct impact #CXMChatMitch Lieberman

Q2 Initial view is that social defers support calls ... wrong: #scrm allows you to create a better customer experience #cxmchatRob Howard

A major practice change is services will be a closer alinement with marketing organization. #cxmchat #ccoVala Afshar

Q2: Monitoring DOES give the capability to be proactive in service...just waiting to see someone do it. #CXMChatMitch Lieberman

Q2 Sheesh. There's a lot of investment in monitoring, data aggregation and analytics - moving to real-time #cxmchatDan Miller

Q2 A big change has been the dramatic increase in peer-to-peer support - its become the de facto approach for most people #CXMChatCoreMedia

#cxmchat Q2 most orgs struggle w/ tying social to measurements. how are you engaging with your customers? which methods are working?Christian Buckley

Q2: Continuous improvement significant for processes & practices - customer needs, desires constantly changing #cxmchatJulie Hunt

.@juliebhunt Couldn't agree more. Isn't that the definition of an evolved organization? Integrating systems, people & processes? #CXMChatKelly Craft

q2: Only techology can help you find service issues or marketing opportunties that you had yet to experience. #cxmChatDan Burke

Q2 - technology is part. Attracting and training new types of "reps", extending comm. across channels and locations #cxmchatDan Miller

#cxmchat Q2 monitoring only gets you so far. but what are you doing with the data? how are you using it to improve?Christian Buckley

Q2: Monitoring DOES give the capability to be proactive in service...just waiting to see someone do it. #CXMChat - Would be great to see itCoreMedia

Q2 *mobile* Customers can tweet whenever, wherever and expect customer support to be as flexible and "always on" as their iPhone #cxmchatSarah Simon

@cmswire Q2 Biz need tools that filter through social interactions to obtain info about customers & inform sales strategies #CXMchatArtesianS

Q2-if we want to be better listeners and more social, we have to make it easier for customers to identify/authenticate themselves #cxmchatDan Miller

Using the right metrics to incent the right behavior. A move away from ASA and AHT to FCR and cust sat measures #cxmchatKate Leggett

#cxmchat Soc Ent taught us fallacy of magic pill. For this to work in the face of customers, bus lines must truly work together.Megan Murray

Q2 The best practices of customer service haven't changed - just the technologies #CXMChatCoreMedia

The one practice that should not change is service - hiring the best people is #1 success factor. #cxmchatVala Afshar

Q2 the real change is when businesses value customers more. #scrm tech allows them to scale experience #cxmchatRob Howard

In the social era, employee empowerment will be the only way to effectively scale service delivery. #cxmchatVala Afshar

#cxmchat Q2 auto response w/ ticket info may be what you need for real-time support. for others, an immediate phone call #knowyourcustomersChristian Buckley

@buckleyplanet Agree - you can't monitor and ignore forever. Most in-store service wouldn't turn the other way. Must interact too. #cxmchatAnthony Thomas

Isn't Social First in Social CRM?

Chances are if you are actively pursuing a Social CRM, you are socially engaged with your customers or so the argument goes. But before you put any Social CRM into use, it's probably a good idea to understand why you have it and what you hope to accomplish by using it.

[View the story "Q3. What role does Social CRM play in a larger social strategy? Is it necessary to have the one before the other?" on Storify]

Q3. What role does Social CRM play in a larger social strategy? Is it necessary to have the one before the other?

Q2/Q3: Social CRM is a great reason to sit everyone down at the same table and talk about what everyone has in common… customers. #CXMChatMitch Lieberman

#cxmchat Q3 i would argue that orgs that are not social will not make effective use of social crm #cultureChristian Buckley

Social CRM is a tool. A social strategy starts with culture, people, process and lastly tech. #CXMchat #socbizVala Afshar

Better x-functional alignment to support consistent #CX across the #cust journey. @valaafshar said this previously #CXMchatKate Leggett

Q3: Social CRM helps to focus a larger social strategy by providing a specific business goal for social technology deployment #CXMChatHyoun Park

A smart business does not build processes around a tool (social CRM). Lean process first, tools second. #CXMchat #socbizVala Afshar

Also important to recognize each customers journey spanning search, Web, community site before choosing brand/company #cxmchatDan Miller

Q3 Kinda depends on how you define it – but any company that cares about its customers must put #SCRM at the heart of its strategy #CXMChatCoreMedia

.@cmswire Q3 - you need a business strategy that enables social and CRM to your overall strategy. We need to get back to basics #cxmchatAyelet Baron

A social business strategy start with a mindset of transparent culture and shared accountability. #CXMchat #socbizVala Afshar

Q3 #SCRM will only take root in companies that have an established social culture - internal social tools and processes are needed #CXMChatCoreMedia

Q3 CRM = customer database. Social = customer interactions. Which is more valuable to you? #cxmchatRob Howard

Q3: #scrm is a critical bridge between & among Marketing, Sales and Service with respect to the use of Social Networking & #socmed #CXMChatMitch Lieberman

Q3: social should not be a stand alone channel, should be integrated within CRM, has yet to happen. #cxmchatDan Burke

Q3: #Social frequently part of other strategies. Strategies for #Customer focus & #SocBiz w/ top-down backing good place to start. #cxmchatJulie Hunt

A social business strategy is comprehensive and guides more than just tools, SM or CRM. Strategy first, tools second. #CXMchatAmy Bishop

Collaboration is a choice. Your strategy should be to connect and learn. Its that simple. #cxmchatVala Afshar

Q3 …and isn't "Social" first in #SCRM? #cxmchatRob Howard

Q3 You need to create a culture of transparency & honesty – aligned with ability to adapt quickly in response to customer need #CXMChatCoreMedia

You dont need fragmented #custserv, marketing and sales strategy - u need a comprehensive #cx strategy that includes #social #cxmchatKate Leggett

We've always been social - we need to integrate the social technologies to drive customer value and delight customers #cxmchatAyelet Baron

@cmswire It is about investing in your service staff and empowering them to service your clients...#cxmchatLaurie Littlejohn

#cxmchat Q3 for orgs that find their employees and customers becoming increasingly active on social tools, social crm is the right pathChristian Buckley

#social must also have a real biz purpose. You need to measure and quantify results - ex. could be better NPS or decreased cost. #cxmchatKate Leggett

Social businesses expose themselves and show they really care. #cxmchatMichael Lytle

A social business strategy without a purpose is an ATM machine without money. #cxmchatVala Afshar

Q3: there is customer relationship management as a practice, then there are tech offerings called 'CRM' - not always the same #cxmchatJulie Hunt

Q3 and if you don't measure those social interactions, how do you know you've been successful? or that customers are happy? #cxmchatChristian Buckley

#cxmchat Q3: Another facet in the larger biz strat - the transformation to soc knowledge, for agents to participate, evolving the practice.Megan Murray

You also need to train ALL staff on basic communications and social voice within context of the company mission. #CXMChatKelly Craft

I always think strategy first - define your purpose, objectives, goals and define how you'll ultimately get there. #cxmchatLauren K. Gray

@cmswire A3. Your social strategy is going to envelop your Social CRM. It should be a part of your strategy, not separate. #cxmchatSherrie Rohde

Interesting anecdote "social is helping me decide what e-mail to read" #cxmchatJoanna Young

Q3 It's ultimately about connecting with customers as people and communities not fields in a database #CXMChatCoreMedia

We sometimes get customer tunnel vision. What of partners who are often most valuable #custserv solution creators? #CXMChatKelly Craft

@krcraft Agreed. Must go beyond tool training. Cultural support and change mgmt need to reach across the org. #cxmchatMegan Murray

Yep, customers don't send you databases, then send you their thoughts, sentiments, etc.....#cxmchat@CoreMedia_NewsDan Burke

Q3: Remember, customers on social venues happen w/ or w/out the org. Social is about responsiveness, not command-and-control #cxmchatJulie Hunt

#cxmchat you need to give your customers multiple ways of reaching you, providing feedback. what works best for you may not work for themChristian Buckley

Invest in relationships before looking for returns. As John Wooden said: be fast, but don't hurry. #cxmchatVala Afshar

Success Requires a Social Mindset

Who knew there were so many ways to fail. Whether it's a lack of measurement, inconsistent implementation, lack of planning or not instilling empathy in your call agents, it doesn't take much for Social CRM projects to fail.

[View the story "Q4. List 3 reasons why Social CRM projects fail to achieve expected value. " on Storify]

Q4. List 3 reasons why Social CRM projects fail to achieve expected value.

Q4 Lack of cross-departmental coordination may not kill a social CRM initiative but it will certainly hobble its effectiveness #CXMChatCoreMedia

Social business transformation starts with culture, people and process. Tools don't fail, people do. #socbiz #CXMchatVala Afshar

Q4: Social CRM projects struggle because they often lack a strategy that is in line with the rest of the org goals and objectives #CXMChatMitch Lieberman

Q4 Inconsistent implementation is also a problem – the true value of Social CRM is not realized through a one-off campaign #CXMChatCoreMedia

Q4: Social CRM projects have not yet had time to fail, we are at the early stages of figuring it all out… #CXMChatMitch Lieberman

Q4 No ability to act upon findings #CXMChatDan Burke

Q4 Finally, you need to have a clearly documented understanding of the desired outcomes – don’t engage without a clear purpose #CXMChatCoreMedia

#cxmchat Q4 1) poor alignment with business processes, 2) poor alignment with company culture, 3) lack of training (ongoing)Christian Buckley

We all know what we do. Some of us know how we do it. Only a few know *why* we do, what we do. Lead with why. #cxmchatVala Afshar

Q4 #scrm fails when technology is the driver, not business outcomes #cxmchatRob Howard

And companies try to do too much #social at once, instead of picking small projects with quantifiable results #CxmchatKate Leggett

Q4: No executive buy in or resource support #CXMChat to enable acting on findingsDan Burke

1. lack of measurement 2. lack of planning and 3. lack of some execution. #cxmchatLauren K. Gray

@MeganMurray We teach agents how to resolve issues, but not necessarily how to empathize. #CXMchatKelly Craft

@krcraft come on, teaching empathy? is like teaching pregnancy, you either got it or not - cannot be taught, sounds fake #CXMchatEsteban Kolsky

.@krcraft @MeganMurray We have to be careful about training and make sure it is customized by role. It fails when it's generic #CXMChatAyelet Baron

@ekolsky Old cynic. We can at least teach them to murmer comforting words convincingly. :) #CXMChatKelly Craft

@ekolsky Then why does it seem that every phone call has an "I'm Sorry" somewhere in it? #CXMChatMitch Lieberman

@mjayliebs because they were told to say it, not because they mean it #CXMChatEsteban Kolsky

@mjayliebs @ekolsky certainly cause to remind #socmed #custserv customers they don't need to be robotic #CXMchat - need good tone of voiceAnthony Thomas

Q4: Lack of strategy, lack of executive backing, lack of customer focus, misguided expectations, goals & metrics not clear.... #cxmchatJulie Hunt

Q4: Projects where customer experience is listed as an objective, need to consider Social CRM elements, or they will not succeed. #CXMChatMitch Lieberman

1. no measurement; 2. no real strategy 3. no empowerment for agents to really solve issues #cxmchatKate Leggett

Social CRM failures has very little to do with technology. Success requires a social mindset. #socbiz #CXMchatVala Afshar

Q4 Outsourcing your social strategy to a third party is always a bad move – social communication must be direct, not mediated #CXMChatCoreMedia

Q4: No agreed upon goals that appeal to the CFO. #CXMChatDan Burke

Q4 We don't know if it's failed because we don't know exactly what to measure. Just reacting. #cxmchatDan Miller

Q4: Poor digital alignment, siloed implementation, not rooted in a deeper #CX strategy. #CXMchatAmy Bishop

#cxmchat Q4 people need to see the end-to-end value. Good measurements, process transparency, and solid change mgmt are key to successChristian Buckley

@buckleyplanet the basics that lead to the failure of the overall expected value from the beginning. #cxmchatLauren K. Gray

Q4: Trying to execute a new social business strategy but working out of an old business framework for implementation. #CXMchatAmy Bishop

Most tech adoption failures are due to poor employee training and lack of management discipline. #cxmchatVala Afshar

Is Social CRM a strategy or a technology? (no hedging...) #CXMChatMitch Lieberman

@mjayliebs In my opinion, social CRM is a tactic used to execute a larger social business strategy. #CXMchatAmy Bishop

Q4: projects are focused on outcomes, Social CRM is a strategy in support of outcomes #CXMChatMitch Lieberman

There are social CRM technologies, there are social strategies, there are social processes. Its all of the above #CXMchatKate Leggett

Arent we past asking if social CRM is a technology or a strategy? #cxmchat?Kate Leggett

#cxmchat social crm is a strategy. without strategy, it will be treated as channel noise, and will failChristian Buckley

Make the Relationship Priority

Despite all the challenges Social CRM bring, our panelists are optimistic that 2013 will be the year that organizations finally get it. That means leveraging big data and analytics, integrating consistently across social channels and empowering employees.

[View the story "Q5. How do you see customer support strategies changing in 2013?" on Storify]

Q5. How do you see customer support strategies changing in 2013?

Q5 I'd like to see more tools that encourage cross-departmental social CRM efforts to take shape #CXMChatCoreMedia

Customer service and marketing will align closer to improve customer insight and engagement. #cxmchatVala Afshar

#cxmchat Q5 i think we'll see deeper integrations between enterprise apps and social tools that will further enable social crm strategiesChristian Buckley

Discipline, transparency & reliability drive the culture or accountability in a social business. @ValaAfshar #cxmchatMichael Lytle

Putting the customer 1st w/ 1. More consistency + 2. better integration across touphpoints & channels ; 3. better agent empowerment #cxmchatKate Leggett

Q5 And I think we will likely see more adoption of #SCRM in B2B, education, and public sector organizations #CXMChatCoreMedia

Q5: #Custserv strategies will adapt to the needs of the customers they are designed to serve, if not, they will not succeed #CXMChatMitch Lieberman

The service organization’s mature use of social CRM will benefit companies’ ability for target marketing. #cxmchatVala Afshar

Q5 social allows the "relationship" of CRM to become the priority #cxmchatRob Howard

Q5: #Custserv strategies in 2013 will be playing catch-up on the promises made in 2012 #CXMChatMitch Lieberman

Supporting the customer in their end-to-end journey in a personalized, proactive way that is cost effective to the company #cxmchatKate Leggett

I think we'll see more adaptations to customer needs/wants. Like Warby Parker making videos to answer all questions. #CXMchatLauren K. Gray

@cmswire Q5 Increases focus with more agents plugged in. Innovators and early adopters are there. Bring on main stream. #cxmchat #floodgateAnthony Thomas

#cxmchat Q5 we'll see SCRM data becoming more of a Big Data problem, with vendors and orgs figuring out novel ways of using the dataChristian Buckley

Social CRM predictive analytics will help improve sales and service execution. #cxmchat #socbizVala Afshar

Q5: Critial to stay informed in real time of what is occurring and then be enabled to take action #CXMChatDan Burke

Q5 support having more context for customers; w/ better cross-department mgmt and handoff of ppl & data #cxmchat #cxmchatAdam Covati

Q5 analytics from #scrm provides actionable customer support insights #cxmchatRob Howard

There is still a lot of basic work 2 B done. Only 20% of co. R actively integrating their digital channels 4 consistent #CX 4 ex #cxmchatKate Leggett

#cxmchat the field is ripe for someone to make a big play in the SCRM space. nobody "owns" the spaceChristian Buckley

The chief digital triangle: chief customer officer (CCO), CMO & CIO will drive digital transformation. #cxmchat #socbizVala Afshar

And most co have different orgs managing the different channels and touchpoints with no alignment #CXMchat. Basic work still needs to B doneKate Leggett

Q5 The opportunity is growing. According to @comScore, 82% of the world’s online population is reached by social networking sites #CXMChatCoreMedia

Q5: analysis tools to match stats and demo data with understanding the meaning of each interaction to inform a better customer exp #cxmchatDan Burke

Q5: Now I get to say #BigData & #Analytics ;) -- data from many sources, many formats feeding #Customer #Intelligence #cxmchatJulie Hunt

@cmswire Q5: Roll out of Facebook global pages will encourage more collaboration and communication for globals #cxmchatAnthony Thomas

@cmswire customer support will be more baked in from product conception, through rollout, purchase and lifecycle #cxmchatdeb louison lavoy

Q5: miles to go for many orgs still struggling w/ authentic customer focus, w/ empowering enterprise people ecosystem for #CustServ #cxmchatJulie Hunt

Practice isn't the thing you do once you're good. It's the thing you do that makes you good. Gladwell #cxmchatVala Afshar

A5 Companies must listen loudly! Whether or not you >want< to be social, you better listen and be interested! #cxmchatMichael Lytle

@Michael_Lytle #SocBiz is Collaborative discipline driven by Biz's Vision to help its people get productive using Agile Processes #cxmchatRaaman

Q5 visualization tools to help orgs see where people + customers are interacting, then reinforce, automate what is working #cxmchatChristian Buckley

Q5: Shorten analysis cycles to real time through automation, then marketers will see value of social channels. CFO smiles... #cxmchatDan Burke

@cmswire Q5: Bringing it back in-house. Still too many outsourcing to moderation agencies. You can't moderate #custserv #cxmchatAnthony Thomas

Service organizations should not lose focus on the people element as they chase shiny objects. #cxmchatVala Afshar

Q5 i think the missing link for most orgs is a direcxt pipeline from customer feedback to product or service dev #cxmchatChristian Buckley

so easy to throw out platitudes. hard part is figuring out what your org is doing poorly, use SCRM to make measurable improvements #cxmchatChristian Buckley

Social businesses have the POWER to communicate proactively in real time with ALL customers. Use it wisely! #cxmchatMichael Lytle

It's amazing that so much can come from just an hour's worth of Tweeting -- but for anyone looking to understand how to integrate a Social CRM into their company's social customer culture, take a close look at this discussion and you'll find the answers you need. (you can view the full discussion here). Thanks to all our panelists -- see you in 2013!