Using social media for research and development

There are a wide range of uses for social media in all product development stages according to an opinion piece in Marketing Week by Michael Nutley. He argues that brands and companies have a lot to learn from harnessing customer views and input through online techniques. The three key areas are called co-creation, crowd sourcing and content creation and the article looks at their applications. Lego is an example of a brand that uses content creation i.e. ‘finding people within fan communities who were also talented amateurs in a particular area and could produce something you needed.” In Lego’s case adult enthusiasts created new product designs yet ‘only wanted to be paid in bricks’. Elsewhere fashion brands develop virtual stores for fans to virtually shop in order to determine popular lines. For the full article and further examples visit http://www.marketingweek.co.uk/opinion/theres-a-lot-more-to-social-media-than-fire-fighting-a-wall-of-gripes/4001228.article