Brands Aren’t Social. But Brand Advocates Are.

Paul Martecchini, formerly of Yahoo, appears in a video on Brandweek to help brands understand how to play on soc nets.
There’s a lot of what NOT to do, but then Martecchini points to how Adidas rolls.
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Martecchini says, “Nobody one wants to join the social network of a corporation. It’s too impersonal.” He believes brands need to let real people do their social networking for them; hence the appeal of Adidas’ approach.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Disc golfer. Fan of Kurt Vonnegut, community radio and wolves in the wild. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.