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Modern Marketing - Blog by Collaborate PR & Marketing: Social Value First, Brand Value Second
An example of this was Nike's mega, Google-powered community Joga, which whilst on the surface seemed to be doing everything right, quickly revealed itself to be high on brand value and low on social value.
I posted this over on the TMW blog but this one is both spot on and important so I thought i’d cross-post it. A must-read for client-service types new to the collaborative media space.