Are you using social media as a source innovation?

Lots of companies are monitoring the social media conversations that are occurring about their brands and using social media as a marketing vehicle.


That's way underutilizing an amazing resource.


Social media networks can be built to see (through uploaded videos and photos) how your product is really being used... what situations, what the competitive set is in the usage occasion, how the package really works at home, and how well it fulfills in the moment of use in an in-home setting.


By encouraging participants to start their own discussion topics in a private social network, we can see what's engaging to consumers vs. using social media to understand how consumers react to what's important to marketers.


And what an amazing way to crowd-source ideas!