You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract It's 2012. Should My Brand Build a Social App? Every Brand Is Not Spotify and Most Social Apps Do Not Work By Michael Lazerow, Published on January 06, 2012 6 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.