We took a look at the conversations surrounding a brand in class today - but I did not get to choose the case study.
ASOS sounds to me like a Taiwanese laptop manufacturer - but it's a brand that means a lot to my students.
With Twitter it became really interesting. An appeal for photos of customers wearing leather garments was responded to within minutes. These photos became potential content for the ASOS Life Community site.
Customers were raving about the brand and its offers - and so were doing the marketing for the company. I could barely find a critical voice on the social web.
People are clearly happy to share their love of fashion and I can envisage this being true of music or sports fans - but it's not so easy to see how other organisations can so easily recruit customers to become fans.