”There was a specific perception of SCRM that was somewhat different than the definition of Social CRM that either I or others had given it. After running through those hundreds of discussions, here is an aggregate of the perception from the veteran practitioners of CRM to noobies as to what Social CRM is: “Social CRM is the integration of traditional operational customer facing activities including strategies, programs, systems, and technologies with emergent social channels to provide businesses with the means to communicate and engage with customers in their preferred channels for mutual benefit.” Note I said this is the perception of Social CRM. While it isn’t entirely accurate or comprehensive enough, it is good enough for now. It is what most people will think when you use the term Social CRM - if they know what it is at all.
CRM 2012 Forecast - The Era of Customer Engagement - Part I | ZDNet