March 27, 2013, 10:35 AM — Social media mania is having a huge impact on traditional business applications. Companies that are leveraging this trend are seeing significant benefits, including collaboration and data sharing in ways they've not experienced before.
Adding social media extensions to applications like enterprise resource planning (ERP), customer relationship management (CRM), business intelligence (BI) and supply chain management (SCM) makes it possible for companies to share business insights generated by these apps.
In general, social data can be used to enhance a variety of other sources, says Mary Wardley, program vice president of CRM and enterprise applications at research firm IDC in Framingham, Mass.
What you need to know about connecting social media with enterprise apps:
Results can be impressive. Implementers report increased sales, more effective lead generation, better communications between customers and salespeople, and more efficient problem resolution.
The best of both worlds. Think of a Facebook-like interface that lets employees access data and other information residing in enterprise apps.
Cultural issues. Employees new to the world of social media may need extra help getting used to the social way of doing things; training is your friend.
Most important decision. You'll need to figure out pretty quickly whether to go with a pre-packaged linkup -- the kind that most vendors offer that connect Social Network X to Enterprise App Y -- or whether to roll-your-own and mix and match multiple social media platforms with your ERP, CRM or other systems.
Customer-related and product-related data from social platforms are "another piece of the puzzle that can be mined to understand" customer preferences and product enhancements, as well as inform other decisions, Wardley says. Listening to what customers say among their friends helps companies really understand their true likes and dislikes, she says.
There are several good scenarios where integrating social media and enterprise apps have shown significant promise, says Dion Hinchcliffe, chief strategy officer at social media technology firm Dachis Group in Austin, Texas, and an expert on social strategies.
The first is in CRM, where organizations have begun correlating social media conversations with customer activities, "looking for sales and [customer] retention opportunities," Hinchcliffe says. The second is in the supply chain, particularly around exception handling -- what a business does when something unexpected happens -- which he calls "one of the most sensitive and important areas of ERP in many companies." When something in the supply chain goes wrong, that information, as well as possible solutions, must be made available to people who can address it, he says.