This paper discusses the second option, which is a
dedicated CRM system interconnected with social media. Thisoption explains that most information for the CRM is provided
by the social media automatically using web mining.
As comparison, in standalone CRM the customer
information (relationship and profile) is maintained manually
by operator using information gathered from field worker
(marketer, sales, support). The data quality depends on the
information accuracy submitted by the field worker and also
the integrity of the field worker itself. In standalone CRM with
data integration from social media, the customer information is
maintained automatically using information gathered from
social media. The data quality depends on the information
accuracy provided by the user in social media. In the last
option, the social media itself will become the CRM where
marketing, sales, and support team work together to fulfill
business objectives.