Using social media to learn about consumer needs and preferences (2010)

Abstract

Social media refers to a suite of online communication tools that enable people to easily share information and network with like-minded others on the Internet. From a marketing perspective, social media are useful tools for promoting products, building a loyal customer base, sharing information and incentives, and generating buzz about products and services. This guide discusses how social media in general can be used to learn about consumer needs and preferences, and provides specifics on how to use social networks in this capacity