Social media has gotten a lot of play in the last few years as the hot new marketing channel for creating awareness and generating demand. While much of the press has focused on social media’s impact in relation to advertising and promotion, there’s another huge potential benefit social media can offer b-to-b organizations that’s not being talked about. Namely, how social media is an untapped frontier of customer insights and data that can lead to new product ideas or help to prioritize customer requirements for enhancements to existing offerings. Yet, we find that few organizations’ product management or product/solution marketing teams are leveraging social media in any systematic or formalized way to fuel the innovation process.
Social media offers the ability to gather product feedback and understand customer and prospect perceptions regarding your company and your competitors’ offerings. Here are three best practices we frequently recommend to our clients:
What customers say about your product or service is, unfortunately, not always positive. Since social media is often an outlet for dissatisfied customers to voice negative opinions about your company or offerings, there should be clear governance on how product managers can turn these gripes into opportunities to publicly engage with unhappy clients and assist them in solving their issues. Remember: Recognizing such issues is often the first step toward optimizing current functionality or introducing new features that can improve your offerings.