The first and foremost task for any organization looking to align social media with business objectives is to do a competitor and customer analysis. Understanding, measuring and controlling success and risk factors is the foundation of a successful social CRM strategy. Every organization must assess the business need for social media and social CRM initiatives before taking the plunge. It is imperative that social media be considered a channel to attain the broader organization-level strategic direction and goals, rather than a "nice to have" means of reaching customers.
e-Commerce Times