Social thinking and socially informed innovation are also valuable and uniquely
suited to the online space. Socially powered insight can be used to inform
strategic decisions and execute on various areas of the organisation, from
product roadmaps to service plans. Brands are beginning to shift from being
present in social media to actively using it, aligning it with actionable objectives
and their corresponding metrics. This is critical in demonstrating ROI and the
repeated impact of social channels on the bottom line.