Microsoft Social Engagement

Stay connected with your customers and competitors.

Social Engagement is the new Microsoft Professional tool that allows you to listen to and engage with your clients or customers on social media platforms. With Social Engagement you can also track promotional activity or conversations that your competitors are having on their networks. Dashboards are bespoke and available in more than 40 languages, allowing you to view only the information that is relevant for your department or location. There are two options for Social Engagement, and both tools can be integrated into Microsoft Dynamics CRM:

Social Listening

If you only need to listen to what your clients or customers are saying, with Social Listening you can follow how your customers are interacting with your organization, their opinions regarding a promotion or business practice, or simply if there is something wrong on your website.

Social Engagement

Social Engagement is the extended tool and could be seen as the pro version of Social Listening. Depending on the size of your company and the extent of your social media presence, you can either use Social Listening to only “listen” to the voice of your customers and/or a competitor’s reputation, or you can decide to engage with them by using Social Engagement. This tool has the following capabilities:

  • Monitor and listen to what customers are saying by setting up rules for the common social media platforms, including Twitter, Facebook, blogs, messages and videos. You are also able to add custom sources for RSS feeds.
  • Directly interact with your clients or customers by answering, liking, deleting and/or sharing and retweeting posts.
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  • Enhance the information that your marketing and sales teams have by using the “out of the box” graphs to track customer sentiment, geolocation information and the quality and quantity of posts.
  • Create rules that inform individuals or teams when something extraordinary happens, for example, if sentiment significantly decreases/increases either in real time or compared to a previous period.
  • Create maps to track how your reputation is affected when executing customer- or location-based marketing campaigns.


Stay alert with 24/7 notifications

Set up alarms for specific keywords, and the system will alert you once any of your followers uses a keyword. For example, if there is issue with a product, and customers post on Twitter or Facebook to say, “My new TV does not work,” or “The product was delivered broken,” then the system will automatically send you a notification for you to take action. You can set the tool up so you only receive updates about negative comments and only receive updates if volumes significantly increase.

Follow your competitors

Social Engagement allows you to track your competitors’ latest online promotions and the reactions of their clients or customers on any social media platform. Use the keyword function to understand the most common words that your competitors are using in their activities.

CRM integration

When marketing departments run promotions, it is essential that the leads are saved in a CRM solution for future reference and interaction. By integrating Social Engagement to Microsoft Dynamics CRM, you are able to assist the sales, service and marketing departments. Once both solutions are connected, you can create dashboards and information graphs within the chosen entity. Additionally, you can integrate dashboards and workflows to inform your sales team about the weaknesses of competitors or about the effectiveness of a marketing campaign. You also have the ability to monitor all marketing campaigns that have been created by your marketing department and react on a global scale. The service department will gather information about products and tickets so that they can anticipate a specific customer raising their query. This information can be based on the sentiment, location or by examining trends compared to a time frame in the past.

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All these capabilities mean that you can build a 360-degree view of your clients or customers, your competitors and your company’s reputation. You can monitor the effectiveness of your marketing campaigns and react based on seasonal fluctuations and geolocation aspects.

Mapping social media users

You can learn more about where the comments originate from on your social media feeds. You can build an understanding about the interactions that your customers or clients are having by country or region. A single click will connect you with the feedback your organization is receiving anywhere in the world.

Keywords tracking

You can set up a list of keywords to monitor on your chosen social network—it’s equivalent to Twitter’s or Instagram’s hashtags (#). With this option you have the ability to listen to feedback about your company, your products and services and/or your competitors. The keyword search functionality has been extended by adding “inclusions” and “exclusions” to receive the best results.

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The inclusions function defines the words and phrases that will be used by the social users in combination with the keywords you’ve set up a step before. In this way you are able to define if these combinations should be in a single sentence, a paragraph or in the comment itself.

By defining exclusions, you can filter out every single post that is not connected to your company, product or competitor, although this depends on the configuration set in the keyword search. For example, if you’re not interested in discounts or offers about your product(s), add the terms “discounts” or “offers,” to the search rule’s exclusions. All posts that mention at least one of the exclusions in the same post as a keyword will no longer be returned as a result.

Manage all your social platforms with Streams in Social Center

Streams is an area within Social Engagement that allows you to split searches into vertical streams, providing an overview of what’s happening across your social media channels. To provide you with a data set to analyze, the streams can be filtered based on: keywords, sources, languages, sentiment, sentiment status (automatically rated or manually), reach and nine more attributes.

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The collected posts are fed into the streams in near real time, giving you the option to quickly respond to the customer directly from within the stream. Moreover, you are able to like, favorite, share and retweet directly from the user interface, as well as start a new conversation or add images to posts. If your organization accepts private messages on Twitter or Facebook, then these can also be collected and answered from within Social Engagement. From an internal perspective, you are able to share streams and assign posts to your agents for them to act on, as well as label the posts by colors.

By defining exclusions you can filter out every single post that is not connected to your company product or competitor, although this depends on the configuration set in the keyword search.

For example, if you’re not interested in discounts or offers about your product(s), add the terms“discounts” or “offers,” to the search rule’s exclusions. All posts that mention at least one of the exclusions in the same post as a keyword will no longer be returned as a result.

Connect Microsoft CRM with Social Engagement

The new Link2CRM capability enables enterprise-level license holders to connect Social Engagement directly with Microsoft Dynamics CRM, eliminating the internal handover challenges between the social media team and your customer service or sales department. By directly replicating customer complaints or potential sales leads into Dynamics CRM, you can exploit the strong workflow engine, the case management process and the sales management process available. Posts recorded in Social Engagement can be transmitted manually from the Social Center (Streams) by the agents or automatically generated based on predefined rules, for example, keywords, sources, etc. The elimination of a manual handover process increases your reaction time and the potential speed of response. It also reduces the chance of overlooking a potential customer or critical service task, which can directly improve your company’s brand and online reputation.



Are you targeting a specific region and would like to understand if the message communicated as part of the campaign has been successfully delivered? Is your organization about to launch a new product? Do you need to run more campaigns in a specific market?


Each post that results from your defined searches is processed by the sentiment algorithm in the original language and annotated with a calculated sentiment value. The values are split into three categories: positive, negative and neutral, with the values +10, 0 and -10, respectively. Based on the accumulated sentiment values of posts, an average sentiment score is calculated, which is called the sentiment index. Social Engagement is hosted on Microsoft Azure, and it taps in to Microsoft’s strong machine learning algorithm. This means Social Engagement can automatically asses and assign sentiment values to collected posts. Or you can choose to manually edit the assigned sentiment value instead. The algorithm remembers your manual edits, which, theoretically, means that over time it can learn irony or language-specific phrases and asses them correctly.

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You have the option to view the sentiment of every single post, or you can use the sentiment graph to provide an overview for all comments, posts and messages that are alike.

You will also receive information about sentiment trends. This indicator helps you to react quickly to any negative developments, and it provides quick information in a single graph.

Finally, you can generate a sentiment overview based on several locations around the world, helping you to conduct the appropriate marketing campaigns in locations as a result of either overly positive or negative sentiment.


The visibility tool tracks and measures the comments you receive based on positive or negative content. If your follower has a significant number of followers of their own, a large number of people could be reading what the follower posted, which could either benefit or harm your brand image.

Reach value: Reach is a measure of the of the posting person’s social media presence—it is the measurement of how content is spread across various social media channels. At a very basic level, it can be thought of as the number of eyeballs your content is getting. On Facebook, for example, “total reach” is the number of people that have seen your post.

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