Paul Martecchini, formerly of Yahoo, appears in a video on Brandweek to help brands understand how to play on soc nets. There's a lot of what NOT to do, but then Martecchini points to how Adidas rolls. Martecchini says, "Nobody one wants to join the social network of a corporation. It's too impersonal." He believes brands need to let real people do their social networking for them; hence the appeal of Adidas' …
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