Social Media Branding Biography
IDEO: Five Companies That Mastered Social Media’s Branding Potential
VIRAL VIDEO. SELECTIVE TWEETS. CONSUMER REVIEWS. HOW A FEW CORPORATE MARKETERS ARE GETTING A LEG UP ONLINE.
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This is the next piece in our PATTERNS series, written by IDEO. Read more from the series here.
Social networks can breathe new life into old brands by enabling companies to build collaborative relationships with consumers like never before. But what's a corporate giant to do when no one wants to follow it on Twitter or be its friend on Facebook?
Many firms struggle to answer that question. Yet turning even mundane products like toothpaste or tampons into talking points doesn't have to be difficult. The trick, a few innovators have found, is to let consumers lead the conversation. Rather than strip a brand of its valuable identity, relinquishing control of messaging to the masses can have a rejuvenating effect.
Here's how a few established companies, from Ford to CBS, have used new media to their advantage.
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