This document discusses the future of social CRM and how brands can leverage social media to better understand customers. It provides examples of how some leading brands like Moosejaw and 1-800-Flowers are using social data combined with transactional and relationship info to improve segmentation, target communications and offers, and reward customer involvement. The document also explores how enabling platforms can help aggregate social data and notes implications for the future, like vendor relationship management and consumer-to-business commerce.