Netlog: How to Create Brand Ambassadors

Steven Kraal of Netlog says that the social network, based in Belgium, now has 40 million active members across Europe.

Adidas, Coca-Cola, Disney, Puma, and other brands are creating brand ambassadors through Netlog by providing widgets, discounts, information, brand pages, contests, and special content.

Netlog illustrates the power of social media: One Nike contest to design a personalized soccer shoe drew 1,550 designs and 10,000 visitors to the brand page--in just three days. It's not the designs as much as the brand engagement that really counts.