Brand Name: Terra Networks
Agency: Avenue A | Razorfish
URL: www.terra.com

What is unusual and effective about this website?
This is the most extensive use of social media that we have ever seen a media company take on. The site was rolled out just in time for the Olympics. Terra fully embraced citizen journalism, sending "regular, everyday" people to China in addition to its cadre of 200 professional journalists, and encouraged athlete blogging.

How does the website fit into and complement the overall brand strategy for the company?
Terra might not be as well known in the U.S. as a company like Yahoo, but it is gigantic. As Latin America's largest internet company, it is active in 18 countries, including the U.S., and has more than 50 million unique visitors per month. It provides online and mobile coverage in Spanish, English and Portuguese, so its development of the most extensive online on-demand programming ever provided for the Olympics is very fitting to the brand. I also love that the introduction of its live streaming mobile broadcasts generated one of the largest mobile audiences ever, with two million live video streams during the men's soccer game between Brazil and Argentina.

How would you improve this website?
The next step from here, I believe, is already in the works and will be rolled out in January. Terra will be aggregating all social media and email addresses representing significant partnerships with vendors such as Facebook, Rhapsody, Google and related vendors. Users will get all social network updates in one place and will know if a Facebook friend commented on a story that ran on Terra, and what stories interest them. It's the next step in i-Reporting, and the next step in new media -- users determining and ranking the content that best fits them.

Brand Name: iliketotallyloveit.com
Agency: Unknown
URL: iliketotallyloveit.com

What is unusual and effective about this website?
Capturing the spirit of social networking, it provides users with opinions on products they might buy, as well as the value of discovering new products, and sharing their own insights on the products that they "totally love." My favorite is the see-through toaster -- which doesn't exist yet -- but really should.

How does the website fit into and complement the overall brand strategy for the company?
It's a great example of a social shopping site. As the brand name might indicate, iliketotallyloveit.com allows users to share products that they "like totally love" with the broader public. Posts include a link to where the item can be purchased. It is strictly user-generated within the community, and viewers have the option to rate other users' postings. The more people that vote for a product, the greater opportunity it has to bubble to the top of the list and be exposed to even more visitors.

How would you improve this website?
I think one missing piece here is that it's still a standalone site. Although it does give opportunities to vendors to include a button to add an item to the site, and widgets to display items from the site, there should be a more streamlined way to share personalized content with friends via social networks. Additionally, a mobile component to allow users to take photos and add content to the site from their mobile phone as they come across items they "totally love" while out in the world, could greatly expand the wide range of products included. As more product items are collected, the site should also make recommendations to users on new items that might be of interest to them, based on their prior votes.

David Friedman is president of the central region for Avenue A | Razorfish.