Within the ever-expanding world of social media, there's an abundance of wild enthusiasm about the potential for new applications and ways of conducting business. There is not, however, much in the way of bottom-line value for businesses and customers.
 
Gartner research director Adam Sarner, the author of the firm's recent report, The Business Impact of Social Computing on CRM, believes that this could soon change - if companies learn how to more effectively leverage social media as a CRM tool that serves customer needs.
 
"CRM is where the rubber meets the road, one of the places where you can see a viable business model," he says. "The idea of CRM is to treat different people differently. Well, where else are you going to find the information that lets you do this better than in social media? I think [social media] is made for CRM."
 
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