Realize that the big challenge -- and greatest ROI opportunity -- lies in using consumer and employee feedback to drive innovation. Economic downturns offer excellent opportunities to draw on these insights and launch successful products, noted General Mills EVP/COO of U.S. retail Ian Friendly. Unilever reported launching custom online communities to engage customers throughout product development.
Interesting observation about the ROI of social media. What social media adoption really means is total company, customer-participatory innovation, something that folks like Seth Godin have been shouting about for years.
(Victory! ROI + CPG + CMO + EVP + COO all in one post!)