@GeneralMills has genuine, reactive conversations with its customers via social media to maintain affinity for the flavor, the product, and the brand. General Mills says that they’re able to importantly pull insights from each social media conversation (e.g. there’s not enough frosting in their packets for their Toaster Strudel). The company aggregates all of this data and uses it to release products that meet customers’ expectations and demands. While it’s hard for General Mills to measure impact, because CPG companies primarily sell to retailers, it says social care pushes them to the next level. - Link