We investigate the limitations and opportunities social CRM presents

Ask a technology vendor, a marketing thought leader and a company CEO to define social CRM and the fact that you'll get three decidedly different answers says much about where the market is right now.

Best, perhaps, to stick with the simple. Nick Gill, planning director at integrated agency DCH, describes it as, "appending the knowledge of customers and prospects on your existing customer databases (or CRM) with the knowledge you can glean about them from the social space."