Stakeholders are those people, internal or external to your organisation, who would be affected by the decisions and activities of your organisation and who in turn have the potential or ability to affect the company.
These stakeholders will agree to opt in to your social CRM if they perceive some advantage for themselves. This perceived advantage varies with each stakeholder group and could be anything from good reputation to improved customer service. Social CRM contributes to Marketing, Sales, Feedback, Service and Support.
Stakeholder Analysis is necessary to identify key stakeholders so as to achieve effective communication that will engage each key stakeholder group for a mutually beneficial relationship with the organisation. For example, it will help determine the right social media channels and what media to use.
It is the stake that each stakeholder holds with the organisation that determines their type and level of influence.
The following are 3 different types of motivation or stakes that determine the type of key stakeholder.
Economic stakes
This is usually the largest group of stakeholders who would be affected economically by your organisation’s activities. They include employees, customers, suppliers and competitors.
Equity stakes
These are those with some level of ownership of the company such as shareholders and directors.
Influencer or Moral stakes
These stakeholders are mainly concerned with standards, responsibilities and community. They include professional bodies, government, regulators and the media.
Analysis and identification of stakeholders will enhance your social CRM as it will help to devise the most effective ways to engage and collaborate with the key stakeholders of your organisation.
Corporate credibility through Social CRM and Creative Communications 
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