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?

Table A.2 describes a plan for a cross- functional social- care team. Report all thoughts, plans, and ideas in these areas:

1. Identify the current system. Explain what kind of social media monitoring is occurring. Is it 24/7 or intermittent? What systems are being used?

2. Identify the employees responsible for social media monitoring. What department are they from? Is the team cross- functional?

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?

4. Plan the marketing responsibility in a cross- functional social- care team by explaining how marketing will provide social support. Also provide a briefi ng on the brand communication style and big idea for the social media plan.