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.

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.