Take a look at what Vibram is doing on Facebook and Twitter, and you’ll see a prime example of how a company can not only become a part of the community it serves, but also participate in and even be a leader in that community.
The problem is that while entertainment used to be one of the most effective ways to reach an audience with your advertising, it’s now harder than ever to get them to see or hear you while watching TV or listening to the radio. You can get around this obstacle of invisibility, however, by making better use of email and the social media tools available online.