Recently, when investigating Nike's blog site (http://blog.nikebasketball.com/) I came across a lot of unique ways this company is connecting with its customers. The site offers product introductions of basketball shoes before they are released in the stores and also include innovative features with live chats with college basketball coaches.
The only issue was that this site does not feel like a blog at all. Nowhere can the customers see who the author is or leave feedback on posts. As soon as customers click on a link within the blog they are brought out of the blog to a page within nikebasketball.com. Should they even call this a blog?
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