ACM Interactions

Authors:
Denise Yohn

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New technologies—like Twitter, Facebook, YouTube, Flickr, social networking, augmented reality, tagging, wikis, social indexing—and the applications they make possible have affected our culture in a profound way. Still, I hope they will have an even greater impact going forward. Truth is, the use of these new technologies has been quite limited when it comes to the way companies build their brands. To date, most technology-enabled, brand-building approaches have focused on brand expression and communication. The widely praised use of social media by Starbucks provides an excellent example. The promotions the company has run on its Facebook page and the…

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