????社交銷售正在發生。而且很快就會變得更加復雜而普遍。例如澳大利亞聯邦銀行（Commonwealth Bank of Australia）最近宣布，計劃通過Facebook提供銀行服務。在社交空間實現公共事務服務也已經為時不遠了。

????社交消費者仍然有待發掘，但時間不等人。很多領先公司都已經開始“掌握”比賽規則，領跑者擴大了在社交平臺和社交設計機制上的投資，試圖在所有交流渠道管理消費者互動。

????公司最高管理層目前可以采取的行動是：

????1． 引入清晰完整的社交立場，確定社交舉措的優先級別。

????2． 創建“消費者互動”數據庫，記錄消費者與公司之間的互動情況。

????3． 對公司進行調查，掌握社交媒體的使用狀況，并與最佳實踐對比。

????4． 確定、評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踐。

????6． 準備好“社交傾聽”。找出消費者過去關于公司的對話（及場所）。介入對話（但要杜絕推銷！）。

????7． 通過新型社交渠道和現存數碼及實體商務渠道的聯動，為消費者創造更好的體驗。

????8． 在消費者中識別、培養、支持鼓吹者。

????9． 確定用于跟蹤社交商務成功程度的指標。

????10． 拉近營銷和技術部門的聯系。

????加維?邁克爾是埃森哲的首席技術創新官員。他的Twitter賬號是@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.