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.

About David Burn

Fired up to write it down. Co-founder and editor of AdPulp. Chief storyteller at Bonehook, a guide service and bait shop for brands.