The best way to decide what to do, is to understand the need for a social initiative to exist in the first place. This is why most importantly organizations need to understand these two things:
- What are the goals for our company?
- What does our audience–employees, customers, leads, etc—really need or want? What problem can you solve for them?
Nothing else really matters unless those questions are answered first.
Every social initiative involves some goal and some associated audience.
From there, prioritizing becomes very easy.
If the goal is to increase customer satisfaction scores, and the main complaint from the customer is that the product is too complicated to use. You should know what to do next. Make the product less complicated (ideally) and/or create a series of resources that better explain the aspects that people find confusing.
If the goal is to close more sales, and the customer needs more information before making the purchase. Determine what info they need, create it, and get it in front of them.
There are probably hundreds of examples, but you get the point.
Start with the goal, and identify what the audience associated needs for that goal to happen.