Gartner Research

How to Determine the Role of Social Media in Your Customer's Journey

Published: 12 June 2015

ID: G00278343

Analyst(s): Jason Daigler, Jenny Sussin, Gareth Herschel

Summary

Social media plays a critical role in the customer journey, but not always in the way organizations have planned. IT application leaders supporting the customer experience must identify whether to position social media as a destination or facilitator based on their business goals.

Table Of Contents
  • Key Challenges

Analysis

  • Outline Customer Purposes for Visiting Your Social Media Properties
  • Determine Whether Your Social Media Properties Are Facilitators or Destinations
  • Develop a Means for Tracking Customer Movement Within Your Social Media Properties That Extends to the Broader, Nonsocial Customer Journey
  • Summary

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