Problems of successful application of social CRM in the company are still poorly explored and in practice weakly applied area of marketing management. Managers often do not know modern techniques and metrics for assessing implementation of social CRM. The aim of this paper is to create a system for successful application of social CRM in the company based on detailed analysis of sources and conducted research. In addressing were identified innovative approaches to relationship marketing (e-CRM, social CRM…) and their use in conditions of Slovak companies (conducted own empirical research).