How Brands Can Earn Media

Yahoo!’s Patrick Albano talks about crossing social media with the real world to build buzz
“Most people don’t spend their time thinking and talking specifically about brands — they talk about the world and their world,” writes Patrick Albano, Yahoo!’s Executive Director of Sales for Social, Mobile & Innovation in MediaPost. “Content is what people think and talk about. Breaking news, local sports and nuggets of ‘truth’ about a celebrity are all examples of social content that we discuss with our friends and family — ‘Did you hear about that?’ or ‘You have to read this!’”

In this useful article, Patrick uses the example of Delta Airlines and how it used a real-world event, the opening of the New York Mets’ new ballpark, Citi Field, to build social buzz and keep the conversation going. Patrick shows that while it is about the brand, it’s also about the conversation that the brand has […]

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