I was pleased to be quoted in the Ad Age "Relationship Issue" about how brands are increasingly using enhanced strategies to cull insights and marketing intelligence from Facebook Data. The article about marketers use of Facebook data appeared in the same issue as my colleague Gregg Hamilton who commented very real possibility of consumers owning shares in brands.
Building an application, as I noted in the hypothetical example of an airline, is one way to go, and as long as the value is there for the consumer, the financial investment is probably sound. But strong consumer insights are key to making sure this is about value delivered to the consumer, not just meeting your marketing goals.