April 21, 2010

Input gained through these communities can also be used to help improve existing products, refine new product ideas and fine-tune marketing and sales strategies. Moreover, social media provides access to a broader array of voices at little or no cost to your business.

This guide can help you use social media tools to help drive creativity in order to launch new products and services or improve your existing ones, including:

• Use Social Media to Foster Innovation
• Executing Your Social Media Plan to Aid Innovation
• Toolbox: Put Social Media to Work for Innovation
• Cardmember Profile: Julie Goldman, The Original Runner Company — Online Retailer Finds Social Media a Match for Innovation
• Social Media Resources
• Glossary of Social Media Terms

For more information on social media, download the complete OPEN Insight Guide: Use Social Media to Enable Innovation or visit OPEN Forum's Social Media Hub.

Join the conversation ( 3 )

• RICK CLEMONS 1 year 7 months and 16 days ago

  

  I love this article and it somewhat aligns with my philosophy regarding social media. "Nothing is ever gained by doing something just because!" Just because Twitter, Facebook, etc are out there, doesn't mean do it just because. It takes constant monitoring and dedication to be in the game.

• Jill Fehrenbacher 1 year 8 months and 14 days ago

  

  There is some really great information here. In addition to taking the time to listen to your audience, it's always a good idea to pay attention to internal conversations happening within your own team. Often a lively discussion taking place in the office could also be of interest to your audience. Use your social media out-reach to engage your readers and spark some conversation.

• Beth Arvin 1 year 9 months and 24 days ago

  

  Thank you for this great post. The benefits of social media as a listening tool are all too often overlooked. However, in fact, social media offers companies the ability to be constantly tuned in to customers’ needs, wants and opinions in ways never before possible.
  
  Making the most of this opportunity requires vigilance in keeping tabs on wall posts on Facebook, monitoring mentions on Twitter and reviews on Yelp or any number of other sites driven by user contributions. As feedback comes in, it is important to respond promptly and keep the conversation going in order to keep fans and followers engaged. Even more important, however, is to carefully examine the information you are receiving. Take note of patterns and trends. Are there certain requests or concerns that arise repeatedly?
  
  You don't need to respond to the wishes and whims of every customer. However, if you can identify a legitimate void or an area where improvement can be made based on the comments you are reading, you should take action. Over time your customers will recognize and appreciate that you take their input to heart and tailor your products or services to better meet their needs.
  
  The Communicator
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