Philips and social media...

Philips is doing good business in China despite the intensity of the competition in the market. Social networking is one of the major marktingtools this company from Eindhoven is using, check it out on http://www.mylife.philips.com.cn/index.aspx. According to the Dutch magazine 'Tijdschrift voor de Marketing' this success started with the 300 thousand fans the company had on the site Ren-Ren. In line with this success Philips decided to take the matters into their own hands and they build their own social network site in 2008. The MyLife website is controlled by Philips and categorized in different product categories with accompanying webshop articles for their profit.
I find it interesting that big companies try to use social media in their advantage and connecting they to their own webshop articles. I hope Philips is smart enough to limit their control of this social network by not deleting messages negative about their products...