Are organizations making the same mistakes in implementing Social CRM as they did with CRM?

I believe many organizations are making the same mistakes. It's so easy to start your social CRM implementation by linking Twitter feeds or LinkedIn profiles to the records in your database. But I am convinced that very few have an actual strategy to leverage the inbound conversations and data to tailor their outbound communications appropriately.

In the early days of CRM, companies bought features. Executives many times viewed the purchase of software or technology as the end of the process. They quickly found that because CRM is so personal and so discretionary (I know sales reps who thrive on a cell phone and post-it notes), that buying software was not enough.

I see companies trying to leverage social as a way to sell, instead of as a way to listen. For companies selling widgets or other "stuff", social could be an effective sales channel. But for companies who rely on relationships or referrals for business growth, I'm convinced that they should leave their sales hat on the hook while engaging in social activity. Instead, leverage social as another way to position your experience, to gain trust with your clients and prospects, and ultimately, to demonstrate your value.

Re: Is technology leading the charge? Perhaps, but I think it's more akin to the fact that social is the latest shiny object that, if not properly strategized, becomes nothing more than a dangerous distraction.