π π A European company, with supermarkets as well as food and beverage manufacturing operations, focuses social media efforts around Facebook. Some pages focus on the company; others, built by customers, discuss specific products. The company is building a site where consumers receive information about new products and vote pro or con on the product ideas. A moderating system also is used to screen blogs. “Sometimes, you find little jewels of insight. It can also be a warning system if anything is growing into an uproar,” says the vice president of corporate development. “Speed is important too. Social.
