In the week that the world's largest advertising company announced aglobal partnership with Twitter, and a month after Facebook revealed that it attracts 1.1 billion active users each month it should be clear by now that the online social space has become part of the fabric of daily life. Yet brands and marketers are still not making the most of the opportunities social media presents them with.
The signs are there that things are starting to change. Following Burberry's pioneering Art of the Trench campaign in 2009, which saw the brand's Facebook page swell to more than a million fans after a dedicated effort to engage with consumers on a creative level, other high-end names are beginning to follow suit.
This year saw Porsche commemorate reaching 5m Facebook likes by allowing fans of the car manufacturer to help design a special model of the 911 Carrera, perfectly harnessing the collaborative and creative spirit of cognitive surplus that social media encourages. Meanwhile, Louis Vuitton offered a live-streamed show from Paris fashion week, which included the option for their Facebook fans to share their favourite clips with the wider community.
