In the mid-1990s the advent of customer relationship management (CRM) enabled businesses to better understand and appreciate customer behaviour and purchasing habits. In recent times, the social media communication channel has altered many commonly held tenets as to the way firms might engage their clients. Hence, the use of social media to engage with customers has led to the term social-CRM being coined— with various frameworks and commentaries being proposed. This paper examines the extant literature to highlight the emerging business activities pertinent to practicing social-CRM. A diverse set of frameworks and viewpoints associated with the concept of social-CRM are examined which collectively infer that there has been a systematic shift from the way that firms have undertaken traditional CRM, to one where customer engagement and relationships are being shaped by social media avenues. The paper identifies several areas of business social-CRM activities associated with the way that a firm can manage customer collaboration, conversation, communication and cooperation. Significantly, the social-CRM milieu highlights the importance of the firm initiating and responding to customer conversations in a transparent manner across the various social media channels.