For almost any given product, there is an online community where the customers discuss brands, reviews, trends, and unresolved needs, if any. The more technical the product's nature, the more applicable this concept.
You must pay close attention to popular forums about your product, in addition to the standard Facebook, Twitter, and other mainstream social sites. Forums have a smaller reach than mainstream social media but are more effective and trusted. Needless to say, it is a great way to gather customer feedback and source new product ideas. On top of that, it's also a great place to market your products if done correctly.
There are many guides out there on the web that covers this in detail. But here is the summary. Ask friends/employees in your industry which forums they like to go. Decide on a few top ones. Make accounts and lurk. Lurking is the most important--learn their culture. Each forum has a unique one. Then, start contributing and earn their trust. ONLY when you have a good rep and credibility, ONLY THEN, start marketing your products as an insider.
Some more detailed guides below.
http://onlinebusiness.about.com/od/gettingtrafficmarketing/tp/forum-marketing.htm
http://kikolani.com/effective-online-marketing-with-forums-and-message-boards.html
http://www.wahm.com/articles/how-to-use-forums-and-message-boards-to-market-your-home-business.html
http://www.vibetechmedia.com/8-step-guide-for-forum-marketing-success/624
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