Social media and the Web have given rise to a new form of empowered consumers who can research and voice their options, solve problems and have a powerful sphere of influence well beyond their backyard fences. Social media has added yet another digital channel, similar to the email channel in the early-to-mid 90s, that needs to be included in every comprehensive CRM strategy.

It’s widely recognized that the amount of data, both structured and unstructured, has increased at a previously inconceivable rate since the advent of social media. What should you do about all this data and about the burgeoning number of social media channels? Just because social activity is taking place doesn’t mean you should get involved in all of it.

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