I just saw that Salesforce.com has announced a new Twitter integration. Welcome to the Twitterverse, better late than never. (SugarCRM has offered free plugins to integrate Twitter into Sugar for nearly a year, and released its own Twitter-like capabilities in the 5.2 release.)
But anyway, the new trend of integrating Twitter with your CRM made me think – are we bringing CRM to Twitter, or is Twitter being brought in to CRM?
I’m not really sure I know the answer. On the one hand, you are now able to manage the activity “out there” in Twitterland from your CRM system – so it seems like Twitter is being brought to your CRM.
But, it could also be argued that companies are now looking at twitter and blogs in general in a different manner – trying to force some structure and insight into what is typically a random and distributed mode of communication. This way, the core tenants of CRM are being brought to Twitter.
Or, finally, it can be said that both are happening – after all, the “2.0” world is all about multiple modes of conversation, happening in multiple directions at once…