Social Media

At The University of Vermont­, a small public research university, officials had realized that mobile would become very important to our stakeholders. It was 2007 and mobile adoption rates had begun to skyrocket. Smart phones had begun to proliferate nationally and at the institution, which has an average combined enrollment of 12,500 undergraduate, graduate, and medical students.

Social media gurus and CRM providers share a vision for a future where CRM and social media go hand in hand. But the idea is in its early stages.

“The CRM system assumes that everything is data, whereas most of what you’re talking about is people and conversations with people,” shares Michael Staton, founder of Inigral, creator of the Schools App. The goal? “A CRM where the entire premise is that you’re interacting, you’re not just logging data about accounts and tracking potential revenue,” he says.

Last August, when a 5.8-magnitude earthquake shook Virginia, people in offices up the East Coast were reading about the quake before they felt their desks not-so-mysteriously begin to wobble. How? Chalk it up to another feat of Twitter (by this time it had already helped topple unruly regimes in the Middle East). During the earthquake, users tweeted at a rate of 5,500 tweets per second, with 40,000 tweets hitting Twitter timelines and TweetDecks in just one minute.