For retail incorporating a like or share button became so common and sought out feature.There may be other complex features that may be needed. Will this help the Brands to stay in touch with consumer? answer will be 'it depends' .
1. Uniformity : Have common place,expose this as a plugin/service ,which can be used across all the departments/business units in the organization. Often big organizations tend to have Business units owning concerned technology depts. Have this developed as a cross capability.
2. Focus on Architecture early : Decisions like considering using cloud or your own infrastructure . Keep in mind the mobile apps . Consider what services you can expose thru your social apps,how those apps can access your firewall? security
3.Customer data: what customer data you are going to save etc is very important. check if it does not violates privacy policies your organization has with your customers. Security ,encryption of sensitive data if stored on cloud
4.Analytics : Be clear on what needs to be tracked. What kind of data etc like are you collecting analytics to improve recommendations to customers or to track the purchases.
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