Presents an overview of contemporary approaches towards Social CRM and concludes that majority of the problematic and unclear issues could be resolved during a process of redefining the concept. Introduces and describes the theoretical backgrounds of Social CRM and divides them into three aspects: relationship, technological evolution and augmentation. Argues that consecutive changes in marketing usage of relationships (from service and relationship marketing, through customer relationship management, to the Social CRM), although caused by the natural evolution of the widely understood technological and marketing environment, disrupted relative balance of power between company and its clients. Based on the gathered knowledge on both Social CRM and its aspects, identifies the importance of social customers (both engaging and refraining from engaging in communication with the company) in implementing and managing Social CRM campaigns; and introduces the Promise-based Social CRM model.