Finally, if CRM consultants want to
espouse SCRM as a good social media
business strategy, they should ideally tell us
what assortment of social media activities an
organisation must adopt to set it apart from
competition. Furthermore, as SCRM
strategy is CRM-related, they should also
spell out coherently (and logically) how this
confi guration of new activities differs from
existing CRM activities. Only then will
their contribution be insightful. On the
other hand, if we think that social media
represents a paradigm shift – as we move
into a highly networked society 11 – why
be ‘ harnessed ’ by a (possibly ineffective)
CRM system?