What makes a campaign social?

It’s quickly becoming common wisdom among marketers that a strategy is needed to use social media effectively. Of course, that doesn’t mean a majority of those involved in the space have gotten on board yet and created such a well-thought-out approach. According to a May 2010 study by Digital Brand Expressions, 52% of social marketers are operating “without a game plan,” similar to the 50% found in April 2010 by R2integrated. via_ emarketer

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In many post both here on Transcultural Pop and over on MBC2010 we try to outline what makes media social, bottomline —— it must be Real, Relational and have Cultural Relevance: R3 BRANDING

=> What is your brand message saying.. ?