As we all work to better understand and integrate social media and social networking into our client's communications strategies and plans, we are also looking for data and case-studies that demonstrate success and illuminate failures. We recently read about an outstanding example of success created by OgilyOne for a Greek candy client. The campaign story told a crowd-sourced tale of romance. Through an effective social media strategy they developed a huge audience that became very engaged with the content - enough so to support a television broadcast of the final story.
I imagine organizations beginning to use this model, and other, to selectively crowd-source stories around a particular issue. Then taking the audience and growing it through a well-designed strategy that deepens their engagement and connection with the issue/story. And finally gives that new audience a way to collectively express their voice to an even larger audience. Does anyone know of existing examples of this being done effectively?