With eCommerce exploding and sales for products and services increasingly growing online, social media is a must-do for companies. But it takes more than a presence on Facebook or other social media sites to keep companies large or small connected with their customers.The real game changer is Social CRM or social customer relationship management. Social CRM turns online relationships into real-time opportunities. It gives companies the chance to ramp up conversions and increase sales, bolster customer care and innovation, even streamlines business operations. In fact, Social CRM results in real ROI on a company’s social media investment of time, employee participation and money.