Account Director at EuroDirect Ltd
20 April 2009 15:22pm
There is no doubt that brands establishing a Facebook page or Twitter feed have the potential to generate rich information from both existing and potential brand advocates.
How can this information then be linked back to their offline marketing database?
Is it possible and legal for a brand to capture the name and address of individuals interacting with them through social media and match this information to the names and addresses held in their marketing database?
If so, the possibilities for generating CRM activity triggered by a customers comments on a Facebook page, Twitter feed etc are huge.
Any thoughts on this matter would be welcomed!
Solutions Engineer at eCommerce
22 April 2009 13:12pm
There is a great book by Clara Shih which has just been published about just that - called "The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, Sell More Stuff" see:
for details. If you use Salesforce as your CRM there is a Facebook Application called Faceforce that allows you to integrate data from Facebook into Salesforce.
Hope that helps!
Managing Director at Stoy Solutions
27 April 2009 21:02pm
Both Facebook and Twitter have very open APIs (Application Programming Interfaces), allowing third party applications to interact with their systems (hence the millions of twitter gadjets)
We develop bespoke CRM systems and have worked with SugarCRM, which is an open source CRM package with a wide range of modules available and one of them is call GetSocial and available here: http://www.sugarforge.org/projects/getsoctwitter/
Whatever the CRM package it should be possible to export and import data from/to twitter.
Hope this helps - you can always email me for more info : email@example.com
Director at Kronik Media
27 April 2009 21:22pm
I don't see why this could create any legal iussues whatsoever. At the end of the day you are talking about integrating/matchig users at two place, both of which are opt-in from your users perspective. At both places, i.e your website and your Twutter account, users have themslevs opted in to commnicate with you. I certainly do not see any legal issues as far as this scenario is comcerned.
Web PR Consultant at Clickthrough Marketing
05 May 2009 18:38pm
My only comment would be if the user themselves feel that it is spam, or unwanted commercial communications. This could have an effect on how the user perceives your business and turn them away from your brand.
The best way to monitor whether this is happening would be to keep an eye on those who unfollow you on Twitter (eg by using Qwitter). Ditto with Facebook groups, pages etc.
Legally, I agree that there should be no issue, but from a personal point of view, I would be miffed if a company I follow on Facebook because I like their page or who I have previously purchased from in the real world started bombarding me with emails, tweets or overloading my doorstep with junk mail.
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