The document discusses how to link social media to ROI through social CRM. It provides a brief history of direct marketing and CRM from the 1990s to present. The CEO's primary budget is allocated to the core business, with winners getting funding. Social media must justify its budget and ROI. Measuring social ROI involves tracking social costs and revenues. Opportunities for social CRM include persona segmentation, reactive/predictive trigger campaigns using customer data. Integrating social data into a CRM allows for mobile and social campaign optimization. The future involves SOLOMO CRM combining local, mobile and social channels. Companies are advised to implement social CRM to capitalize on these opportunities.