The post promises effortless delivery. The website gives no delivery estimate. The support team is unsure which offer is live. Each team has done its part, but the customer is doing the joining up.
An integrated approach starts with a shared message and a working customer journey. Social, paid media, product pages, email and support should make compatible promises.
Before launching a campaign, walk through it as a customer. Follow the link. Check the price, stock, checkout and mobile experience. Ask the question a buyer is likely to ask. See whether anyone can answer it.
Give the campaign one owner who can coordinate the pieces. Share customer feedback with the people who can act on it, rather than leaving it inside a monthly social report.
Sometimes the best social media decision is to fix the page before sending more people to it. Better handovers can make existing attention more useful. More posting cannot repair a broken next step.
