Learning from and with Customers with Social Media: A Model for Social Customer Learning

Social media can enable and significantly increase the collaboration and learning from customers in various ways, for instance by novel social ways of providing and receiving feedback from new products and concepts. We have created a model that can support managers and researchers to better analyse and understand the possibilities of social media approaches especially from the business-to-business (B2B) customer interface standpoint. We used the model to analyse found various types of business-to-business related social media approaches to create new understanding of the scarcely researched field of social media in the customer learning and the customer interface of B2B innovation.