Making and breaking of organizations by ensuring the unbeatable competitive advantage is generally performed by the customer services. Implementing an effective social CRM give the organizations a control over the customer services.
The four key areas which are related to the Social Media where companies use the CRM solutions for monitoring and controlling the customer experience across the media channels :

Monitoring the social media trends.
Suppressing the adverse effects of social media feedback.
The maintenance of confidentiality of customer service responses.
Ensuring that your products and services are getting better progressively.

you can read more at bingocrm.com blog