This document discusses how organizations can increase their influence and outreach through social CRM strategies. It recommends mapping a 360-degree view of constituents by integrating CRM and social media profiles. This enriched data can then be used to segment and score constituents based on variables like social media influence, donations, interests, and behaviors. Tracking key segments and monitoring online conversations allows organizations to measure the success of their social media and outreach strategies. The goal is to enable two-way engagement by facilitating sharing and growing an organization's sphere of influence across multiple online and offline channels.