The user experience and journey is vital to building successful brands. Budget should be set aside upfront to be dedicated to the analysis of user data and the optimisation of conversion paths.
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.