Gartner Research

How to Determine Social Media's Role in Your Customers' Journeys

Published: 08 May 2018

ID: G00355911

Analyst(s): Jenny Sussin , Jason Daigler

Summary

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

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Outline Customers' Reasons for Visiting Your Social Media Properties
  • Determine Whether Your Social Media Properties Are Facilitators or Destinations
  • Develop a Means of Tracking Customer Movement Within Your Social Media Properties That Extends to the Nonsocial Customer Journey

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