It is difficult to overstate the importance of social CRM to retailers given the almost tailor-made suitability of Facebook, Twitter, Pinterest et al. for reaching out and engaging with customers. What's less clear, however, is exactly how retailers should use social CRM to talk with those customers. Is it open season for social media? That is, is it fair for customers to expect to conduct all of their business over social media? What steps are required for a retailer to launch a social CRM program, anyway?