Remember Nike’s slogan, Just Do It? Well apparently their management team follows form in their successful adoption of social media.

Jim Cioban, writes: Recently a Gartner analyst projected that over 75% of Fortune 1000 companies will attempt some type of online social-networking initiative for marketing or customer relations, but that 50% of those programs will fail. Take a look at one that didn’t….

An article in the current issue of BusinessWeek (”This Social Network Is Up and Running”) profiles Nike’s popular Nike+ social network. With over 800,000 users, it is a brand-building phenomenon and the article does a great job telling how Nike is monetizing the audience. So, why does it work so well?

Value. Social media relies on the brand/company being authentic, consistent and approachable…but first and foremost on delivering value. The Nike+ site touches the readers at an emotional level by supplying a platform for sharing and socializing…and for feeding the competitive beast inside the athlete…even the occassional one. As it turns out that is a big deal, as s