I just had an interesting conversation with a colleague that highlighted some of the similarities between CRM and social networking, going back as much as ten years. If you really think about it, CRM in many ways was the world’s first social networking tool: with each account acting as a “profile” of a person, such as contact information, demographic data, etc.
The main difference, of course, is that social networking is a two-way road, allowing bidirectional communication. CRM, until recently, has traditional been a tool designed for one-way communication.
In that sense, it doesn’t surprise me to see social networking and CRM now converging. They’ve both been on interesting paths for some time now, the precursor being that CRM has slowly but surely become a bidirectional tool; adding social media to the mix was simply the next logical step.