As a blogger social media type it's easy to over estimate the importance and actual, versus perceived, impact of what happens online. People generally tend to overestimate the importance of instances such as the whole Motrin dooda (in my opinion the real crime was crappy creative not being out of touch with the social media scape.)
However, one of the more interesting cases this year was the Mad Men twitter hubaloo.
Bud Caddell a Strategist at the New York based digital think-tank, Undercurrent, just sent me a well put together overview and analysis of the situation. I like it because he doesn't rely to some "new model" rhetoric but looks as the scenario from a very high level brand philosophy perspective.
The lesson from cases such as the Mad Men are that the tenents of a powerful brand are evolving to being ever more transparent while embracing consumer participation and recombinance - whether that's Mad Men night at you neighbours or some fan fiction online. It's not about the tactic of what social media tool they should use.
The reality is that in this day and age all media is social. Just as all media and content is digital. Social media and digital are not "things." Pretty much every piece of content or brand engagement relies on some for. of 11's and 00's for it to exist. Just as anything a brand does, can be discussed and shared, either because it's really good, or really bad.
Mad Men is really good and so people are getting all social all over it. Kudos to AMC for birthing the show and for quickly embracing it's socialness.
Aparently wearesterlingcooper.com will be updated tomorrow (Monday) so give her a look. Nice job Bud.