Brand Personification and Social Networks

(Scott) Had a neat discussion with some colleagues yesterday about how companies should be tapping into social networks (myspace, Facebook, etc.)

Becoming a part of an existing social network is a good way to create connections with your audience; but, what is the right way to represent the company? Should the "face" of the company be the product, the "spokesperson", the brand? What can the public best relate to or connect with?

There are examples everywhere... Burger King has "The King's Court" on myspace. And Will Ferrell's character from Talladega Nights, Ricky Bobby, has his own myspace page (both of whom have more than 100,000 friends). However, search for "Kraft" or "Macaroni and Cheese" and you come up empty. In which case, how should Kraft personify the Mac 'n Cheese brand? Which element of their brand footprint should dominate - the Mother who loves their child, speed and simplicity of meal prep, or the kid who loves extreme flavor?

I'm full of questions today... when should a company become part of a social network? How much do they need to control their presence? Should they shift control to their audience? And, how does one determine how to best personify the brand?

Fun fact of the day: If you want to hear some horrendous music and see some (beware, racy) photos, the most "befriended" profile on myspace is Tila Tequila. She has turned her myspace fame into a fashion line, record contract and modeling work. Amazing how social networks can be used to build a personal brand from the ground up.