Now that everyone and their grandmothers are plugged into the social networking craze, brands are expanding digital campaigns to include Facebook, Twitter, and YouTube. Examine the digital campaigns of Old Spice, Aeropostale, Zappos, and Starbucks and give your view on which campaign does the best job of establishing sustained interaction with customers. What features do the campaigns use to hold consumers' interest? Propose an idea for how one of these brands might use social networking tools to develop long-lasting brand communities.