Burberry's London Fashion Week 'Tweetwalk' campaign shows that providing social media fans with exclusive information on luxury products makes them feel part of the 'elite' and enhances, rather than compromises, the brand's overall sense of exclusivity.

Through a new monitoring service called Verbatim, WaveMetrix show that understanding why people purchase a product is more important than knowing what they think overall. The case of Neutrogena Naturals shows that topics of discussion shift when consumers mention purchasing a product, rather than talking about it generally.

Domino's decision to stream unfiltered consumer feedback on a billboard in Times Square has been labelled a risky strategy by social media experts. Consumers, however, see it as a brave effort at transparency.