What is social selling?

Social selling is not an option, but rather a necessity nowadays. Companies sell on social media because their customers are there and because it's very likely that their competitors are already there too. In order to succeed in social selling, companies should develop a strong brand, target the right audience, and build meaningful relationships with existing and potential clients.
However, it is almost impossible to track interactions over so many communication channels (social media, emails, telephony), collect meaningful data about customers and provide a coherent and efficient customer service if necessary.
Advanced CRM software enables companies to build a communication hub (Contact Center), where all client interactions from different channels are tracked and saved in one place. It is not only a powerful tool to gain trust and credibility, it allows companies to automate customer relationship management.