iFOCOS Quoted & Cited: Social Marketing case studies in Knowledge@Wharton

"What we ended up building was not just entertainment, but also an area where mothers can dialogue with each other," said Ted Moon, director of digital marketing at Sprint Nextel, at an October summit on new media organized by iFOCOS, a Reston, Va.-based media think tank. "Being associated with bringing that [service] to a group that obviously had an unmet need for online community provided great gains for us as a company," he noted.