Sage makes business management software, such as for Customer Relationship Management (CRM), Enterprise Resource Planning (ERP), and in the broader field of accounting – as well as offer related services to its clients. It is targeted toward small- and medium-sized companies, with some six million customers worldwide. Given their vast experience, one important lesson they have found relates to brands and the importance of promises made to customers.

“If your brand is making promises that your company can’t necessarily support – then you’re going to have a significant disconnect,” Gregory Tirico, senior social media manager at Sage, told TMCnet’s Rachel Ramsey, at a recent interview during ITEXPO (News - Alert). That means that Sage customers will get the help they need when it comes to social media, Tirico said.

Use of social media in the company can be found in many different initiatives. For instance, the company sponsored a recent Google (News - Alert)+ hangout and related YouTube live streaming event. Also, each year the company sponsors Sage Summit, which attracts some 4,000 attendees.

“A significant portion of our attendees [at Sage Summit] were maybe a little less than comfortable with Twitter (News - Alert) as a real-time communications tool at the event itself,” Tirico said. To get their comfort level improved, the company held sessions on Twitter 101 and Twitter 201.

During ITEXPO, Tirico also took part in a panel on “Your Customers Are Your Champions of Growth.” It helped conference attendees identify which of their customers are most interested in developing long-term relationships with products or service providers. Erik Linask (News - Alert), group editorial director for TMC, was session moderator.

Tirico has taken part in similar industry programs elsewhere, often offering his observations on the technology sector. Sage has been getting recognition for its products, as well. For example, Sage was named the best accounting software of 2012 by Canadian resellers at the Reseller Choice Awards.