Having social media data available is helpful, but not if there is no system in place to help manage it. That is what sCRM is for. The social customer relationship management system will keep track of all of this information and sort it out appropriately. The information can then be used to track which sales are being made and what marketing techniques work for which customers. The Enterprise Apps Today website describes this process.

Source: http://www.enterpriseappstoday.com/crm/social-crm-brings-social-media-data-into-business-focus.html