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TargetX Integrates Facebook and Twitter into its CRM System

By Mini Swamy
TMCnet Contributor

Social media networks are continuing to visibly alter the ways in which we communicate, listen and promote. TargetX, a student recruiting firm, is making use of this popularity and is integrating Facebook (News - Alert) and Twitter into its customer relationship management system.

This integration, which is expected to reduce hassle for admissions offices, has been made possible by the enhancements made to TargetX's Student Recruitment Manager (SRM).

“Schools can now get a complete picture of their prospects, including what they're saying and thinking about you on Facebook and Twitter (News - Alert) – which could be even more meaningful than traditional data points like phone number," said TargetX CEO Brian Wm.Niles in a statement.

TargetX chose to build the SRM using the Force.com platform of Salesforce.com (News - Alert), well known for its on-demand customer relationship management. Its leading e-mail broadcasting and online chat tools in higher education marketing, and a fully-integrated event management tool makes it a powerful, mobile and customizable recruiting tool in higher education, according to company officials.

Product Manager Patrick Kelly said the SRM tool is an enormous competitive advantage for schools and an invaluable tool for identifying best-fit students. He also added that it was an opportunity to follow online conversations, respond quickly to negative feedback and also address student concerns.

Niles considered this 360-degree view of students to be very important for it afforded a means to gauge students' interests, concerns, goals and even the likelihood of possible future enrollment or otherwise. He also noted that it paved the way for meaningful, important and relevant interaction.

A recent Kaplan Test Prep survey of 500 colleges confirmed the value of Facebook in the recruitment process.

In related news, the famed Virginia institution, looking for a more efficient and effective way to connect with prospective students, decided that a cloud-based CRM system from TargetX was the solution.