Case Study: Product Strategists At Overstock.com Use Facebook To Co-Create With Fans

Overstock.com pursues innovation with gusto — and its executives look for help in order to do so. To tap into the bright minds of its employees, Overstock rolled out SpigitEngage, an innovation management software platform that transformed the corporate culture to one centered on innovation. Overstock's product strategists followed that up by using SpigitEngage for Facebook to tap into its 90,000-plus Facebook fan base to generate product and service ideas. Although social co-creation via Facebook may sound like a no-brainer, product strategists should verify that the environment is appropriate for their needs and that their company's Facebook presence is significant enough to ensure an adequate result.