In an ever-changing landscape, it is imperative to collect data, analyze it and adapt your plan accordingly. Make the commitment to review and respond to what your customers are responding to.
And her list starts with…
Finally creating and understanding that multi-channel integrated strategy.
Optimizing all owned, earned and paid media for search. (i.e. – Facebook may be anunderutilized source of conversion / traffic – or is it?).
Assign values to results to quantify (low volume in social might actually be seen as an opportunity for growth as opposed to a loss – or valued different if in a multi-channel / multi-attribution strategy).
Collect, assess, adapt.