The most successful social networking services, predicts Yankee Group analyst Sheryl Kingstone, "will be those that are integrated into a CRM application and not necessarily controlled at the user base."
The next wave of social-networking applications will have to incorporate some kind of tangible value-add to the company -- and most likely that will be in CRM, specifically sales and lead generation. Case in point: Spoke Software has just announced its technology for work groups, a complement to its Spoke Network for individual professionals. The work group module integrates into Web-based sales-force automation and CRM applications. There are 20 work groups lined up to implement its Spoke for work groups, including the Atlanta Braves, Citibank and MetLife.
[Source: CRM Daily]
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