Issue 29, 16 December 2011
Do you remember life before Facebook? It's hazy for us too. Facebook is becoming the black hole of the web, absorbing ecommerce, content distribution and marketing budgets into is gravity field. But in order to convince a hesitant advertising industry of the full value of social, Facebook must assume a more schizophrenic edge. We consider four very different companies - Coca-Cola, McDonald's, Diageo and Walmart - and find out how they're pushing the boundaries of this dynamic ecosystem
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