Social CRM is a concept suggesting that Customer Relationship Management (CRM) systems should be highly integrated with social media and other available customer internet data sources to produce a more in-depth, informational, and business intelligence-driven customer information set. This session explores the relationship between social networks and CRM platforms, from both a strategic and technical viewpoint. Third-party applications that help capture and transmit social data to CRM systems are explored. Finally, decision making and sales process based on this enriched customer information set is treated, with a look at return on investment of these initiatives.