When it's done wrong, like anything in this era of increasingly automated communication, your mistakes are amplified and intensified by customers who now have the ability to reflect your failure to their peers.

That possibility of a major social faux pas has some business leaders living in fear. They keep a tight rein on what their employees can do, and they allow opportunities to connect with customers to pass. That's a shame, because avoiding social CRM failure is pretty easy.

It boils down to three P's: people, policy and paying attention. Football players never take the field without memorizing the playbook. Before an employee issues a tweet on behalf of your business team, he or she should know the rules of the social media game within your organization. Draft a user-friendly policy, have plans in place in case of a social media crisis, and choose well those employees who will be the voice of your company on social networks.

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Keywords: social messaging in the enterprise, social CRM strategies, risks of enterprise social media, customer service levels, customer interaction