Awareness of all the possible access points points.
To be fully aware and conversed in all aspects f consumer interactions online. A firm might have to create a new department to monitor and create its online preseence through offical websites, review sites and blogs. To treat interactions as related events not a seris of interactions. The entirity is what makes up the customer experience.
When a firm makes a conscious decision to take the company virtual the firm must put all the proper check and balances into their day to day activities. Social media sites need to be monitored and responded to daily as well as traching of views and clicks. The firm might have to design and implment new applications and processes for the staff.
A firm needs to create a divison or hire out to make sure all bases are covered. Which includes how and when information will be displayed to the public. This department must actively watch for mentioning of brand, product or firm throughout social media and online. There are numerous portals that consumers can express themsevles in. The firm must actively respond and to conduct themselves professionally and that aligns with the company's values and morale.
Organization Infrustructure
Publishing department