Marketers have such a wide array of social media apps to choose from that it can be overwhelming. Tools such as Go2Web20.net can help sort through the maze and narrow down the search to catergories of apps such as mobile, Facebook, gaming, and so on. But to squeeze more out of social apps, the savvy marketer looks for ways to innovate in a way that supports the brand. For this month's LAB, let's apply the innovation method, SIT, to social media apps as a means of brand building. This is not the first time we've applied innovation techniques to social media. In the October 2009 LAB, we demontrated how to apply social apps to a large field organization such as a sales force or delivery fleet. The key was using the Task Unification Technique, one of five in the SIT method. To use Task Unification, we take a component of a product, service, system, etc, and we assign an additional "job" to it. For this month's LAB, we will apply the same basic approach to brand building. Imagine you are the brand manager for the billion dollar Febreze® franchise, and you are looking for ways to stretch the brand into eliminating pet odor. Here is how it works.