"What if news organizations confronted the reality that nearly all media will be 'social media' a decade hence?
...What if journalists became like your doctor, dentist, or teacher — people who provide a valuable service to you, and whose name, voice, and personality are more intimate? The question then becomes how to create a social presentation layer that wraps around news — preserving the integrity of the product but updating its interface to fit with human behavior in the digital age....
At the South by Southwest conference in Austin, Texas, the team behind the wildly popular effort to re-imagine George Lucas' all-time classic with hundreds of 15-second community-created scenes delighted their audience with examples of how the crowd helped them win an Emmy. Read this blog post by Daniel Terdiman on SXSW. (RT @CNETNews: Star Wars Uncut creators wow SXSW with crowdsourcing tales http://cnet.co/dNsorg)
Examples of Socially conscious corporate campaigns - a look at 3 Indian brand campaigns: Jaago re (Tata Tea), My Idea (Idea telcom brand) and Lead India & Bleed India (Times of India news group) 2009-2010
The Mercedes-Benz Tweet Race (Feb 2011): Extending Twitter's power to fuel conversations about cars, specifially Mercedes Benz cars in a race. 4 tweets = 1 mile. Great case study on how Mercedes tapped the community & viral power of twitter.
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