I attended Gartner’s 360 Customer Summit this week as a Sage North America representative. Two sessions lead by Paul Greenberg, author of CRM at the Speed of Light – 4th Edition, were among the highlights. Many opportunities for PR  and communicators at large to help advance Social CRM (customer relationship management) surfaced within the sessions. Note that I’m not trying to evoke the “who owns social” debate here, but rather reinforce as many have that this is everyone’s space to engage in and benefit from.

Strategies for Engaging the Social Customer that Actually Work (Session 1)

Paul’s first session included Heidi Tucker of InsideView, Brian Komar of the Center for American Progress and Comcast’s Frank Eliason as panelists.

During a pre-panel hallway chat with Eliason he shared that PR has been one of the biggest advocates for his team’s well known customer support efforts at Comcast. He also gave nods to JetBlue and Southwest within the airline industry as prime examples of PR-lead social networking programs. Frank centered on PR’s concern for brand sentiment and reputation as reasons PR can play a major role in social media management; and he certainly wasn’t dismissing the value marketing colleagues bring to the mix as well.

As the panel progressed Paul cited Gartner’s Ed Thompson who earlier reminded consumer thinking has penetrated the enterprise, therefore we need to recognize at the end of the day we’re always dealing with consumers. At the end of BtoB there is still a C, as Paul put it.

And here we get deeper into Social CRM – Paul’s definition which includes elements he crowdsourced is good reference and grounding. You can find it in Jacob Morgan’s recent presentation (slide 27) for the Public Relations Society of America’s T3 tech communicator’s conference, and elsewhere. Open collaboration is a centerpiece of the definition supported by processes, systems etc.

I like how the “moment of truth” explanation many customer experience experts use fits here. We’re all looking to connect and solve problems through social technologies and the personal relationships they help develop, whether the “problem” is what movie to spend our leisure funds on or a much more complex personal or business issue.

Social CRM: Where is it today and where is it going tomorrow? (Session 2)

During his second session, co-presented with Gartner’s Michael Moaz, Greenberg explained that the social transformation of recent years has not been a business revolution but rather a communications revolution. Clear, concise, and I find this a nice nod to how the PR profession can participate in advancing the social web. PR practitioners, given their history and competencies, are in position to help nurture a good portion of the collaboration we seek, now in a more direct manner with customers and sort of as social glue if you will.

Dr. Natalie Petouhoff, a chief strategist for Weber Shandwick, suggested from the audience that brands need to be wary of becoming fractured if everyone in an organization is off pursuing different social media agendas.

Some orchestration is required and I think PR folks are in a great position to insert value throughout the organization-to-customer communications spectrum. Most of us have heard the saying that everyone’s job (sales, marketing, support etc) includes some PR elements. Social CRM helps emphasize and expand upon this, while presenting a wonderful opportunity to prove it out.

Moaz brought the session in for a nice landing with a well-placed Marshall McLuhan analogy – a fave among PR historians – recalling McLuhan’s “the medium is the message” proclamation. Moaz pointed out that McLuhan was talking about TV then and that we’re now always connected via mobile devices. We’re all the medium. “You’ve gotta be part of the stream,” he noted. “Businesses will go social because that is how you survive today. Resistance is futile!”

My latest Digital Dialogue column for PRSA’s PR Tactics journal appears online and in the April print edition. “Using social bookmarks: Share knowledge, create awareness” discusses the value of social bookmarking sites such as Delicious or Diigo to collect and organize Web information and share it with others. I think the power of bookmarking is often overshadowed by social networking mainstays like Facebook and Twitter.

What’s great about bookmarking is that it can thread through and support many online communications that a business or brand may use. The inter “linking” work that bookmarking sites do can naturally position them in the background of Facebook, Twitter and the larger online communities. Although, they too are communities in their own right with capabilities for one bookmark user to link with or friend hundreds or even thousands of others. The concept when embraced and maintained by companies can generate big time awareness and goodwill, as well as a network or channel available to broadcast future messages.

The article expands on the topic and intends to help along conversations about how communicators can take better advantage of bookmarking.

My thanks this month to the Public Relations Society of America’s editorial staff, and also to Paul Greenberg for introducing me to Diigo. As an author and highly sought out CRM and social networking speaker, Paul knows a thing or two about prescribing the right tools.

I’ve bookmarked a few “101″ style videos at www.diigo.com/list/ryanzuk and have included a classic on the subject here.

[youtube=http://www.youtube.com/watch?v=x66lV7GOcNU]