Our Emerging Media class focused on reviewing how many of the largest and best-known corporations use social media to enhance, protect, expand and reposition their brands in today's digital age.
Professor Menck broke down each of The Vitrue 100: Top Social Brands of 2009 into groups of five, according to descending order, and then passed out sheets with numbers to the class. Each student's number would reflect which group of five to pick a single company to research and present findings to the class. The person with No. 20 got to choose from 96 to 100. No. 19 chose from 91 to 95, and so on. I somehow (smile) got No. 1, which meant that I could choose to study one the five best: iPhone, Disney, CNN, MTV and the NBA.
I chose to study the NBA. I have an iPhone and visit CNN.com from time to time. But I pay lots of attention to the National Basketball Association – because of my lifelong love for the game and because my brothers and I are heavy into fantasy basketball. Anyway, I presented my finding according to the different dimensions of social interactivity for which Vitrue based its findings: social networking (general sharing), video sharing (high engagement of viewing time and authenticity of dimension), status updates (aka micro-blogging; key influencers who chatter and actively push content), photo sharing (social media data), and blogs (general blogosphere, commentary mentions).
Based on my findings, it is easy to see why the NBA finished in the Top Five this year, up from No. 29 the year before. Nearly 4.7 million people like the NBA's Facebook page and more than two million people follow the NBA on Twitter. Please download a PDF of my class presentation as produced in Apple's Keynote software.
Professor Menck broke down each of The Vitrue 100: Top Social Brands of 2009 into groups of five, according to descending order, and then passed out sheets with numbers to the class. Each student's number would reflect which group of five to pick a single company to research and present findings to the class. The person with No. 20 got to choose from 96 to 100. No. 19 chose from 91 to 95, and so on. I somehow (smile) got No. 1, which meant that I could choose to study one the five best: iPhone, Disney, CNN, MTV and the NBA.
I chose to study the NBA. I have an iPhone and visit CNN.com from time to time. But I pay lots of attention to the National Basketball Association – because of my lifelong love for the game and because my brothers and I are heavy into fantasy basketball. Anyway, I presented my finding according to the different dimensions of social interactivity for which Vitrue based its findings: social networking (general sharing), video sharing (high engagement of viewing time and authenticity of dimension), status updates (aka micro-blogging; key influencers who chatter and actively push content), photo sharing (social media data), and blogs (general blogosphere, commentary mentions).
Based on my findings, it is easy to see why the NBA finished in the Top Five this year, up from No. 29 the year before. Nearly 4.7 million people like the NBA's Facebook page and more than two million people follow the NBA on Twitter. Please download a PDF of my class presentation as produced in Apple's Keynote software.
| nba_branding.pdf |
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