It’s no secret that the social revolution has completely changed communication, marketing and — let’s face it — life as we know it. It is now commonplace (even natural) for us to live out loud on the World Wide Web and leave a trail of lifestreams as we go. We look to the social sphere as our outlet for entertainment, information sharing, recommendations, connecting with long lost friends. It’s a no-brainer that, if folks are willing to use social media for all of these activities inherent to daily life, the next step in this crazy game is social commerce.

It’s clear that consumers are already willing to at least consider making purchases in their respective social worlds — especially if there is a special incentive to do so. On the flipside, companies in the social space are eager to take engagement with their customers to the next level and monetize their social marketing programs by introducing conversions to the mix. Some trailblazers are already taking this leap, and the formula for success is still being determined. As we dive into the world of social ROI, here are some best practices we bequeath to our clients to help them pioneer this new frontier.

Create a value proposition. If consumers want to shop on your website, they will go to your website. Social shopping should be a unique experience that provides exclusive benefits for participation, such as elite discounts, product offerings and VIP benefits. If customers receive a reward they cannot find anywhere else from the experience, it is likely they will partake.

Set reasonable and measurable goals. Consider creating a pilot experience with a limited product selection rather than your entire product line. Continuously optimize the program based on user participation and conversion. And articulate clear success metrics up front that promote a long-term goal and can be consistently monitored. It is in this way you’ll be able to keep your eye on the prize a midst of sea of social clutter.

Be “one of the guys.” Don’t forget that the primary reason consumers use the social sphere is to connect with people. As a brand in that space, you should have a humanized identity that folks can relate to. You want to be the cool kid at the party with the new sneakers that everyone wants to know more about, not the awkward stranger in the corner trying to sell a ShamWow out of a briefcase. Make it easy and attractive to your consumers to participate in your experience, and be sure to respond to them when they reach out to you. Use native functionality so you blend seamlessly into the user’s daily experience.

We’re still trying to crack the code for success in social commerce, but we’ve got at least a few of the numbers down.

What does Account Service do? The answer to this question is one I have been cultivating and evolving since I began my career.

It’s no secret that account service teams and creative teams can butt heads within ad agency walls. But in truth, a good account person can be a creative team’s best friend. Account Service is where a project starts. You could have the best creative team in the world at your disposal, but if your account work is sloppy, odds are the project will be, too. With a good account lead, agency teams are prepared to be strategic and create great work.

What follows are a few best practices that I’ve observed in great account service teams. Take them for what they are worth; go forth and service!

Learn Your Client’s Business. Educate yourself on your client’s industry and understand where their product fits within the competitive set. Learn what their products are and why people want (or don’t want) them. Understand both marketplace challenges and pressures that your client faces internally on a day-to-day basis. This will help you to think of solutions before your client has even posed the problem, as well help create a relationship of trust.

Stop and Think. When you first get a request from the client, take a minute to digest the assignment. Do you have all of the information you need to write a creative brief? Are there any questions you know your team will ask? Does it make sense for your client’s business and your campaign strategy goals? When you are relaying feedback to your team, make sure you understand what needs to happen and why. Thoughtful, clear and concise communication will help your team create the best work.

Know the Fundamentals. While it may not be your formal training or professional background, work hard to educate yourself on the fundamentals of digital marketing. What interactive vehicles are out there, and which one would be the best platform for a given assignment? What different programming options might your team consider when embarking on a site build? What does information architecture really mean, and why is important? And what analytics tool will you use to measure success? A good understanding of the interactive landscape will help you to skillfully execute a project, manage client expectations and avoid setting your team up for disaster.

Follow the Rules. Process isn’t fun, but in the digital world it is what enables us to be efficient, strategic and ultimately produce the best ideas. Make sure your team always has clear communication from you in the form of briefs, change orders and other documents they need to do their jobs. Set an example for other team members by not cutting corners. Educate your clients about your agency processes to both set timing expectations and encourage them to give you better information from the start.

Break the Rules. Just because you aren’t a media planner, or know any live-stream video vendors, or don’t have the budget for a professional photographer doesn’t mean you can’t make it possible for your team execute a big idea. Collaboration with partner agencies and vendors is hugely important, and, more often than not, you will depend on their expertise to pull certain aspects of a project together. But don’t let the unknown stop you from picking up the phone to call a director, or a media vendor or even the owner of a pie shop to keep a project moving forward.

After all, that’s exactly what the best account service teams and producers do: Bring it all together and make the amazing happen.