ESPN’s Carol Kruse on Why Brands Shouldn’t Buy Fans

At Digiday Social last Thursday, Digiday’s Mike Shields sat down for a keynote conversation with Carol Kruse, the svp of marketing at ESPN. Kruse, a former Coke marketing executive, discussed the differences between using social media to market a big brand versus a media property, the importance of real engagement with customers and fans as opposed to buying them, and her views on Google+, social TV and more. Watch now.

Watch live streaming video from digiday at livestream.com

 

https://digiday.com/?p=2457

More in Media

Yahoo takes cues from platforms as it offers more editorial control to creators

Through its creator program, Yahoo is evolving from its roots as a content aggregator and editorial publisher to more of a distribution platform for individual creators.

Podcast companies turn to live events to capture growing advertiser spend

The surge in the number of live podcast events in 2025 reflects a broader shift: advertisers are betting bigger on podcasts — not just as an audio channel but as a full-fledged creator economy play.

Media Briefing: ‘Cloudflare is locking the door’: Publishers celebrate victory against AI bot crawlers 

After years of miserably watching their content get ransacked for free by millions of unidentified AI bot crawlers, publishers were finally thrown a viable lifeline.