Social Media Team in Customer Relation Management & Balanced Scorecard Essay

Social Media Team in Customer Relation Management & Balanced Scorecard - Essay Example Given that, the main points throughout the discussion touch upon different companies. It will give a general look at the strategic media performance of contemporary organizations in the world. First and foremost, company’s goals are more vital than contemporary state of affairs. In this respect the need for a balanced scorecard has grown once high technologies bubbled over in the most of world countries in the early 1990s. Translating the vision of an organization leads toward seeking the means for finding out the most optimal solutions through linking â€Å"current actions with tomorrow’s goals† (Kaplan & Norton, 2007, p. 150). This is why the need for strategic implementations is mostly based on how an organization communicates its strategy with customers and how it complements the very requirements and expectations thereof. It is vital to note that devising the overall strategy regarding the social media team is, perhaps, the most important thing to do nowadays. Taking a glimpse at what current mass media propose to customers, there is plenty to talk about the social awareness of such companies as Coca-Cola, Pepsi, McDonald’s, BP, Apple, etc. All these giants seem to expand the most of the market in their concrete fields of activities. Notably, the main weapon for them is not only television, but Web 2.0 technologies including social networking, e-mailing, micro-blogging, and so on. According to the scorecard perspective, there are four main processes to draw up the entire vision of the company, namely: translating the vision, communicating and linking, business planning, and feedback and learning (Kaplan & Norton, 2007). The second one is at the core of current discussion as it is straightly referred to CRM. Thus, internal data of the company should partly be disseminated among the key groups of customers. Wollan, Smith, & Zhou (2011) point out that being serious about social media is a prerequisite for