Here are two great pieces on a question that marketers must answer before getting involved in social apps. The main question is: Do I created a branded application? Or do I engage an existing application?

To answer that question, check out the case study below from FM partner, TVLoop, and an extended piece on the subject via another FM partner, VentureBeat.

TV Loop Blog: Case Study - Delivering Engaging Advertising via Custom Trivia

As I’ve mentioned in previous posts, the key to driving engaging advertising in social media is to integrate the brand into the product so that it becomes a beneficial part of the user experience. We accomplished that goal with the Scrubs campaign by utilizing a combination of sponsored trivia and fan contests, and the result was an engaged subscriber base and a happy client.

VentureBeat: The plight of branded apps and the future of social marketing

Advertisers need to wake up and realize that an optimal environment already exists on the social web just waiting to be monetized in subtler, more intuitive ways. Not only will these strategies extend their reach by orders of magnitude and save development costs, but will ultimately be more appreciated by their prospective customers.