Social media can be leveraged throughout the product innovation process to engage with users, learn from them, and generate buzz. During research and concept definition, social media allows companies to monitor trends, benchmark competitors, analyze competition, and gather user ideas. In testing, social media is used to conduct user testing and recruit participants for private betas. Finally, during launch, social media enables communication about the launch, engagement of new users through viral sharing, and ongoing collection of user feedback. The key is to engage users as active participants who want to help shape the product.