Eco-social

When does a brand that does social media change into a social brand? When an ecosystem is born. A single marketing team, especially a lone social media intern, cannot drive enough connection with consumers to make a brand social. Once every department in a company works to be socially innovative, the parts become greater than the whole and multi-platform energy creates measurable synergy. The most successful firms earn their reputation through pervasive innovation, let's take a  quick look at Nike as an example. 

Nike's brand is undoubtedly powerful because the company as a whole works diligently to innovate and connect new media to new products. Its FuelBand is a totally social product that turns every user into a brand advocate on and offline. Nike's work with Twitter campaigns, Facebook conversations, YouTube user experiences, and its own website traffic work with the FuelBand to advance its central brand message that everyone with a body is an athlete. 

The functionality of the FuelBand integrates social beyond the tried and true platforms. A partnership with Microsoft's XBOX platform's Kinect system makes possible social gaming with the FuelBand as centerpiece. The product team was obviously thinking social throughout the entire development cycle. The FuelBand is making a real impact, selling out within minutes, because it works upon a dynamic ecosystem. 

Social isn't something your firm does, it is what your firm must be. Companies that internalize that can change the world.