With the growth of social media, some customer relationship management (CRM) practitioners advocate adopting social CRM (that is, SCRM) strategies. However, what is sometimes proposed is nothing more than the rehashing of old ideas such as one-to-one communication, relationship marketing or customer engagement applied to social media. Such thinking misses the crucial point that social media is about people interacting with each other (in a community). To develop a good social media strategy, it is important to realise that technologies are now allowing people to quickly connect, converse, create and collaborate with each other. Organisations forging new social media strategies should take this into account and not necessarily be tied to activities associated with their current (and possibly ineffective) CRM system.