Your checklist – some helpful hints:

• Why? Do you know what impact the Internet has on your brand and/or product, i.e. would you today still book a hotel with bad online ratings? Would you, as a consumer, prefer to buy a product for which you can get a variety of information online to a completive product that does not offer such services? Do you think your brand and/or product can really succeed on the market in the long run without having a good reputation online these days?
   
• Where? Is there already an online platform where people discuss your brand and/or product? Can this be used as a starting point for listening and observing and/or for the set-up of an own online community?
   
• Who? Who do you want to observe and to listen to, or who do you want to interact with online? Who is the target group: Your existing clients, people particularly involved with your brand, consumers in general, etc.?   
   
• What? What is your main intention and business need? Do you want to get a first, unbiased impression of how your brand and/or product are perceived by consumes (⇒ listen and observe)? Do you want to involve your customers in your innovation process and use external know-how as an additional company resource (⇒ online community, private social stage)?
   
• How? How can your main intention/business need be best satisfied? Will listening and observing consumers online answer your questions? Do you need to directly talk to and interact with your customers to provide answers to your business questions?    

The crowd-creation is your reliable partner at answering these points and setting up an approach that is optimal for you and your specific, individual questions and business needs from the very beginning.