Social Media Tools Used By Brainmates

Brainmates has been conducting research over the past 18 months into the use of social media within product management. The results of this have now been published in our white paper “Collaborative Conversations: using social media in product management

In this white paper, we explain how product managers – and businesses in general – can use social media for four functional applications:

  1. Monitoring & Listening
  2. Promoting & Sharing
  3. Gathering feedback
  4. Collaborating

In this post, we share with you how we are currently using a number of social media tools within Brainmates. We explain how we use these along our four functional applications of social media in product management.


Brainmates uses Twitter as means to share news, information and updates with our fans and friends.

It also provides us with a means to ask questions to this audience. We’ve asked for feedback on concepts and ideas, requested participants to take part in surveys and focus groups, respond to enquiries and also engage in interesting conversations about a range of product management, marketing and strategy topics.


Brainmates has found Linkedin to be a very effective tool to develop closer ties with others who are interested in our business or in our area of expertise.

We actively contribute in a number of product management and marketing groups and we have our own group ‘Brainmates – product management people’ with around 400 members. In the early days, we seeded content such as research, white papers and blog posts but we worked hard to foster community engagement. We have been able to stimulate the group such that now the participants are sharing their own content, asking and answering questions, posting jobs and benefiting from the connection.

Linkedin Group


Brainmates has become a fan of Slideshare as a way to share our insight and expertise with a global audience. The tagging and categories of the site mean that our presentations, reports and case studies shared on the site are accessible to people who are actively looking for product management information.

The metrics provided help to show us what content is valued most and we make the effort to view others’ presentations and provide comments and feedback to them. Slideshare has been an effective tool in driving traffic to our website, often to find specific information about our consulting and training services.

This blog!

We’ve been blogging since 2006 and over that time have shared hundreds of posts covering topics such as product management, marketing, user experience, design, innovation and more.

In addition to the posts by the Brainmates team, we also have published a number of guest posts by product management and marketing experts. Our interviews with leading practitioners have also been popular.

We encourage discussion, debate and feedback via our blog and make an effort to try to respond to all comments given. We love it when a fiery debate kicks off!


We’ve only recently started to use YouTube but are seeing increasing opportunities for this tool

At the moment, we have a number of short videos from attendees who took part in Product Camp Melbourne in July 2010.

We’re envisioning using YouTube to showcase other content such as video testimonials, demonstrations of our workshops and training and potentially to share video content from client projects that we’ve worked on.

We are experimenting with other social media tools and we do use services such as mailchimp for our e-newsletters and surveymonkey for conducting short surveys and questionnaires. Whilst we’ve set up a Brainmates facebook page we’ve not actively pursued this as we’re not convinced it’s appropriate in the context of our business.

Brainmates regards social media as highly beneficial to product managers and marketers and to businesses in general. We’ve learnt so much simply by using the tools ourselves and we think experimentation and trial-and-error are natural steps on the way to further integrating social media into our business. We are rigorous in ensuring that we focus on our overall strategy – what we’re trying to do – before we test out new tools. We’re sure that we’ll begin to make use of new social media tools in the future.

What social media tools do you use for your product or business? How have these helped? What advice do you have for other product management professionals considering using social media?

Product Management Training