… As early as this month, the social-networking site [Facebook] will give users the ability to post their location within a status update. McDonald’s, through digital agency Tribal DDB, Chicago, is building an app with Facebook would allow users to check in at one of its restaurants and have a featured product appear in the post, such as an Angus Quarter Pounder, say executives close to the deal.
… Mr. Colleran noted that Facebook has the world’s largest mobile application, with more than 100 million users each day. “We don’t make a single dime off it,” he said. “And that is our intent.” Facebook, he said, is profitable because of the advertising on Facebook.com alone.
If you’re familiar with the Altimeter frameworks of developing a social strategy based on business objectives, then you’re in good shape, as this research report is the natural extension of the business objectives we put forth:
Dialog: involves starting a conversation and offering your audience something to talk about while allowing that conversation to take on a life of its own
Advocacy: activation of evangelism, word of mouth, and the spread of information through social technologies
Supporting: customers may self support each other, or companies may directly assist them using social technologies.
Innovation: The business objective of innovation is an extraordinary byproduct of engaging in social marketing activity.