Social CRM means different things to different professionals. But when it comes to Customer Intelligence (CI) professionals, is it just another social media buzzword or is it something worth considering? Social CRM is a natural extension of the CI professional's skill set — combining customer insights from online conversation within the customer database gives a more holistic view to inform marketing and business strategy. To make the most of social CRM, CI professionals must ignore the hype, identify their technology needs, begin collecting customer data from social media, and start piloting campaigns using social data.