| Social media: Community lessons from Reddit and Love Island Econsultancy's Rebecca Sentance looks at the Love Island and Reddit partnership, describing it as the kind of 'slightly awkward brand-community interaction reminiscent of the earlier days of social media'.
Sentance argues it may have been a missed opportunity for ITV, and a reminder to marketers about the fundamentals of community, as some fans in the show’s subreddit were ambivalent about the tie-up. | 