When Kraft foods wanted to create a campaign for Australia's favorite food, Vegemite, the company turned to social media to see what people already said about the product. Using social media
monitoring tools, Kraft saw Aussies didn't just put it on toast, but created recipes incorporating the spread, Christer Johnson, a partner with IBM Global Business Services Business Analysis and
Optimization unit, said at Thursday morning's panel about optimizing social media. The result, he said, was a campaign that posed the question: “How do you eat your Vegemite?”
