Video is the big thing at the moment.

But the question which has been perplexing me is...how do you use video to drive a social media strategy? We're not talking about a social media campaign which draws people into watch a video, but a campaign which feeds the community with video.

The video is the conversation.

It turns out that today was a good day for Social Video.

At one end of the spectrum you have the Twitter based Old Spice campaign. You send in a tweet and you get your own, very personalised video back. The W+K crew are basically banging out the content and feeding the community. You can learn more about it here.

And then you have the Nike World Cup campaign. They started extraordinarily well with the massive Write Your Future spot, but what they have done perfectly was to keep on going; every couple of days a new video creative would land telling a different story around Write the Future.

Nike (and W+K again) fed their fans new rich content. They consistently entertained, they consistently engaged, they consistently owned the space.

And then today, what I thought was the final creative landed in the form of the Dutch congratulatory spot. It was a fitting climax to their content rich campaign.

Most clients at this point would have sighed a breath of relief and taken a nice long holiday. But it wasn't the final piece, Nike have used the Write the Future community to launch their social responsibility (and African focused) initiative, #EndAIDS.

This (RED) campaign aims to fight AIDS through education and medication. Nike make the laces, the consumer buys the laces and Nike gives all the profits to the Global Fund.

And that is how you use video as a social media catalyst.