This document discusses social CRM, which involves using social media and social software to engage customers and help with marketing, sales, and support. It defines key aspects of communities and social media like identity, relationships, and conversations. It explains how social software impacts CRM areas like marketing, sales, and support through blogs, social networks, forums, and analytics of social media metrics. The document also outlines Cognizant's offerings for social CRM like the Synapses framework and TRUST framework for enabling beneficial customer engagement through online communities.