Social CRM (SCRM) is an extension of any CRM system that uses social elements such as social media networks and social strategies to help develop, monitor and maintain customer relationships. One of the fundamental aspects of a SCRM is the process of nurturing customer intimacy and increasing a customer's engagement with a business through these social elements. Creating a sense of intimacy with consumers has many of its own strategic challenges. But is brand intimacy really important to consumers and can a CRM truly be social?