When the U.S. speedskating team found itself without a sponsor, it turned to social media to make itself a more attractive prospect to potential corporate benefactors. Using Facebook as its hub, the team built ties with bloggers, engaged with its fans and rolled out a series of Web videos telling stories about the team members. "While this integrated social-media program doesn't have a ton of eyeballs on it yet, I think they're executing wisely," writes Jay Baer. "Interest will pick up as the Olympics near."
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