Compare approaches
Search and social: start with the customer’s task
Choose the role of each channel from the audience and the material you can maintain.
Search-focused work
Explain services and answer questions a person may be actively researching. Keep pages accurate and connect them to a usable next step.
Social-focused work
Plan the content, moderation and account ownership needed for an ongoing conversation. Posting activity alone does not establish customer demand or inquiries.
The decision to resolve
Which customer behavior supports the channel choice, and who can maintain the work?
Compare proposals fairly
Use the same deliverables, responsibilities, access assumptions and acceptance evidence for both options. Confirm actual availability and terms with the responsible provider.