????社交銷(xiāo)售正在發(fā)生。而且很快就會(huì)變得更加復(fù)雜而普遍。例如澳大利亞聯(lián)邦銀行（Commonwealth Bank of Australia）最近宣布，計(jì)劃通過(guò)Facebook提供銀行服務(wù)。在社交空間實(shí)現(xiàn)公共事務(wù)服務(wù)也已經(jīng)為時(shí)不遠(yuǎn)了。

????社交消費(fèi)者仍然有待發(fā)掘，但時(shí)間不等人。很多領(lǐng)先公司都已經(jīng)開(kāi)始“掌握”比賽規(guī)則，領(lǐng)跑者擴(kuò)大了在社交平臺(tái)和社交設(shè)計(jì)機(jī)制上的投資，試圖在所有交流渠道管理消費(fèi)者互動(dòng)。

????公司最高管理層目前可以采取的行動(dòng)是：

????1． 引入清晰完整的社交立場(chǎng)，確定社交舉措的優(yōu)先級(jí)別。

????2． 創(chuàng)建“消費(fèi)者互動(dòng)”數(shù)據(jù)庫(kù)，記錄消費(fèi)者與公司之間的互動(dòng)情況。

????3． 對(duì)公司進(jìn)行調(diào)查，掌握社交媒體的使用狀況，并與最佳實(shí)踐對(duì)比。

????4． 確定、評(píng)估社交空間的工具和參與者。

????5． 研究早期社交媒體使用者的最佳實(shí)踐。

????6． 準(zhǔn)備好“社交傾聽(tīng)”。找出消費(fèi)者過(guò)去關(guān)于公司的對(duì)話(huà)（及場(chǎng)所）。介入對(duì)話(huà)（但要杜絕推銷(xiāo)?。?/p>

????7． 通過(guò)新型社交渠道和現(xiàn)存數(shù)碼及實(shí)體商務(wù)渠道的聯(lián)動(dòng)，為消費(fèi)者創(chuàng)造更好的體驗(yàn)。

????8． 在消費(fèi)者中識(shí)別、培養(yǎng)、支持鼓吹者。

????9． 確定用于跟蹤社交商務(wù)成功程度的指標(biāo)。

????10． 拉近營(yíng)銷(xiāo)和技術(shù)部門(mén)的聯(lián)系。

????加維?邁克爾是埃森哲的首席技術(shù)創(chuàng)新官員。他的Twitter賬號(hào)是@gavinmichael

????Social sales are happening already. And they'll soon become much more sophisticated – and far-reaching. Commonwealth Bank of Australia, for example, recently announced its plans to enable banking services through Facebook. And public service delivery in the social space cannot be far behind.

????Social consumers are still up for grabs, but not for long. Many leading businesses are starting to "get" the rules of the game -- with the frontrunners increasing their investments in social platforms and social design mechanics so they can manage consumer interactions across all communication channels.

????What the C-suite can do now:

????1. Introduce a clear top-down stance that defines the priority of social initiatives.

????2. Launch a "consumer interaction" inventory to capture how consumers interact with your organization.

????3. Survey your company to understand how it uses social and compare this with best practices.

????4. Identify and assess tools and players in the social space.

????5. Study the best practices of social's early adopters.

????6. Prepare for "social listening." Figure out what conversations your consumers are already having about your company (and where). Start participating in those conversations (no selling allowed!).

????7. Create better experiences for consumers by utilizing new social channels in combination with existing digital and physical commerce channels.

????8. Identify, foster, and support advocates among your consumers.

????9. Identify meaningful metrics for tracking social's success.

????10. Enable closer relationships between Marketing and Technology functions.

?????Gavin Michael is Chief Technology Innovation Officer at Accenture. Follow Gavin on Twitter @gavinmichael.