Social CRMIntegrating social media data and data from existing CRM tools like Siebel allows the brand to truly listen to customers more than ever. Social media changes the customer's 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 change, customers change and customer expectations change. Customer service is no longer a front desk manager answering every guest concern. Customers are not only satisfied with rapid response and adequate resolution to issues, they now expect organizations to actively engage them before the issue is actually raised. Although this seems quite difficult, given limited resources and conflicting priorities, there are ways to accomplish this. Social media has made it possible to present customer service as a proactive customer experience channel instead of spending your time and effort constantly reacting to customer negativity. Creative listening is one of the ways to achieve social proactivity. Companies set up keywords to monitor their brands and product names through social media. Proactive social customer service involves finding customers and future customers who have issues to resolve and proactively addressing their concerns before they speak to the organization. These days, even organizations are one step ahead by delighting and surprising with customer gifts that provide quality help on social media. 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 advertising online, because these people have expressed their interest in the product. Social Media Crisis Management The power of social media has created both opportunities and threats that business 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. Reputation can easily be damaged on social media and it can be difficult to get it back. One problem that can arise is that secret company information is leaked to the public or a dissatisfied customer has posted negative comments on social media. With the Internet, this information can go viral and harm the business, and a crisis can occur more quickly than before. It is therefore very important for a company to react tactfully before the crisis, even if crises are not avoidable..