1. Mobile-friendly website
Customers are using smartphones and tablets to do a lot more work on the go. A responsive layout adjusts to the many different screen sizes and options available.
2. Search Engine Optimization
There's content and there's "deep content". Deep content is the metadata under the hood of your site that helps your site be easily indexed and found in a web search.
3. Social network integration
Meet your customers where they are. Start a business page on Facebook, Twitter, Pintrest and other communities. Link back to your website, the hub of communication.
4. Brand continuity
This has always been (and should always be) a priority, but especially as businesses reach out in new ways and places, recognition from community to community is more important than ever. Most online communities offer some kind of visual customization, but don't forget that your writing tone also represents your brand. Always use the same voice.
5. Customer interaction
Use your website to get feedback. Let customers post product reviews, use social network "Share" buttons, encourage involvement. Let customers suggest and vote on trends or products. Provide a section where they can upload photos, add comments, show how and where they use your products.