3. Plan a structure for a new cross- functional social- care team that can address all areas of social information effi ciently and eff ectively. What systems are needed? If the organization does not have an active social care program, now is the time to plan it.

First investigate and analyze the existing system that is in place. Is there a customer- service department? How do they currently fi nd out about customer needs? What system are they using? Is customer service limited by delivery method or hours? Is the organization conducting social media monitoring? If so, who is doing it? Are other departments involved?