Social CRMIntegrating data from social media and data from existing CRM tools like Siebel allows your brand to truly listen to customers like never before. Social networks are changing customer expectations, they don't want to be acquired, they don't want to be managed, they want to be delighted and empowered. Identifying customers, understanding their concerns and meeting their expectations is possible using social media in CRM. Surprise and Delight: Social Proactivity Businesses are changing, customers are changing, and customer expectations are changing. Customer service is no longer a front desk manager answering all customer concerns. Customers are not only happy with the quick reaction and appropriate resolution of concerns, but they now expect organizations to actively engage them before the concern is actually raised. While this seems quite challenging with limited resources and competing priorities, there are ways to achieve this. Social media has made it possible to portray customer service as a proactive customer experience channel instead of spending time and effort constantly reacting to customer negativity. Creative listening is one of the ways to achieve social proactivity. Companies set keywords to monitor their brand and product names via social channels. Socially proactive customer service is about finding customers and would-be customers who have problems to resolve and proactively addressing their concerns before they are raised to the organization. Nowadays, organizations are also going a step further by delighting and surprising with gifts for customers who offer quality help on social channels. StarHub Community Building an online community is really important for... middle of paper...... customers, but the brand's fan community is very useful for targeted online advertising as these people have shown interest in the product. Managing the Social Media Crisis The power of social media has created both opportunities and threats that corporate management can never ignore. A company's reputation depends not only on the company's management, but also on what people say about the company on social media. Reputations can easily be damaged in social media and may be difficult to recover. One problem that can occur is that the company's secret information is leaked to the public or that a dissatisfied customer has posted negative comments on social media. With the Internet this information can go viral and damage the company and a crisis can occur faster than before. Therefore it is very important for a company to respond tactfully in the pre-crisis phase, even if crises are not avoidable.