Companies have learned that social media works: 39% of companies surveyed by McKinsey use social-media services as their main digital medium to reach customers, and that percentage is expected to increase to 47% within the next four years.

Listening to your customer^*: PepsiCo has used social networks to gather customer insights via its DEWmocracy promotions, which have led to the creation of new varieties of its Mountain Dew brand. Since 2008, the company has sold more than 36 million cases of them. Here is more on the Pepsi promotion: http://mountaindew.wikia.com/wiki/DEWmocracy

Learning: It is vital for any brand to listen to their audience. Customers are the ones who call the shots and campaigns need to be customized according to their preference. To learn how monitoring of marketing campaigns can be done,visit www.myRosys.com

 

* Demystifying social media, McKinsey Quarterly, April 2012