When Barbie's boyfriend, Ken, got active in social networking as a part of New York City's "Fashion Night Out," he quickly racked up hundreds of fans and followers, scoring a public relations coup for corporate parent Mattel. Creativity goes a long way in propelling a social-media campaign, writes Alyson Krueger, but don't get started without a purpose and a commitment. "Having a profile that does not do anything is futile and possibly harmful," she writes. "You don't want to seem stagnant."

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