The document summarizes the NEXT Survey, a longitudinal research initiative studying how companies can effectively implement social media strategies. It examines social media's role in marketing and explores how engaging users through value and trust can help companies avoid the "trough of disillusionment" that comes from one-way communication. Case studies of Migros and Telekom highlight how they engage customers on social media to improve products/services and customer support. The survey seeks to understand how social media can be integrated into corporate value chains and how trust can be enhanced to engage users and access their data. It aims to identify competitive advantages of effective social media strategies.