Đang chuẩn bị liên kết để tải về tài liệu:
Social Marketing To The Business Customer_4

Tham khảo tài liệu 'social marketing to the business customer_4', khoa học xã hội, kinh tế chính trị phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | A Non-Techie s Guide to Choosing Platforms 117 A CMS can come in all shapes and sizes. What s important to know is that you don t have to reinvent the wheel. There is a vibrant industry of packaged CMS platform providers and chances are there s more than one that s right for you. But regardless of the CMS you select two things you need for sure are data portability and interoperability. Data Portability and Interoperability Interoperable systems play nicely with others so they re compatible with other types of software. Having data portability means you can easily back up your data or migrate your content and contacts to applications like customer relationship management CRM systems or another CMS in the future. When you use popular social networking sites you relinquish control of your customer data to the service provider. Social networks like Facebook have a vested interest in tying you to their platform so most don t make it easy to move data elsewhere. For example if you use Facebook Events to invite your friends to a webinar the attendee list is excruciatingly difficult to export. If you ran into someone who attended your webinar at a trade show a year later you d like to be able to pull up his customer card and see a history of your interactions. CRM software enables this but if you rely exclusively on third-party web 2.0 services the task is nearly impossible. There s also no guarantee that a third-party social network will be around for the long term. In 2002 a social networking site called Friendster was all the rage. The next year its dominance was usurped by MySpace which was trumped by Facebook a few years later. Today Facebook looks unstoppable but so did IBM in its heyday. The fact no one knows what s next. Make sure your customer data and interactions can be exported in an interoperable format. We ve seen numerous cases in which marketers were surprised to discover that their corporate site couldn t easily be integrated with their CRM or e-commerce