Despite consistant industry growth over the last 10 years, CRM has never quite achieved its fundamental promise to improve the customer’s experience with the company. But then social media came along and suddenly conversations between the company and customer were spread to channels like Facebook, Twitter, and LinkedIn, where customers share unfiltered experiences that are amplified by their network. Companies have begun to meet customers on the social web, giving rise to social CRM. This whitepaper by Oracle Marketing Cloud outlines the opportunities that can be provided through social CRM and highlightings best practices on how using CRM on social media channels can drive ROI for your company.