It is important to understand what the outside world thinks about your product/service. However, how to create "buzz" about your corporate messages or surveys, so that there would be enough response in social media. Even if you attract attention, how do you make people trust your message?

In my opinion, this can be achieved by mobilizing a large number of internal and external users in building the corporate image, rather than only communications department. In this case it is crucial to reward..

Companies can use social networks to increase their responsiveness to end-user's needs.

One option is to collect more external feedback. Employees can be encouraged to use their smartphone with cameras to capture interesting moments, related to the company or its products. It can be products' shelf position in store, a landscape which would communicate service's idea better, etc. Then they can tag the pictures and/or add a brief description and share on an internal photo stock. This way compa..