300+ Cases & Examples of Social Media Marketing

Due to recent Social Media Marketing projects at Ahead of Time we did a screening of relevant Social Media Marketing Campaigns, Cases & Examples. Here is a list of more than 300 companies who are active in the Social Media landscape.

The list was started by Peter Kim and I added a few cases.

• 1-2-3.tv
  Corporate Blog: http://blog.1-2-3.tv/
  Social networks: Facebook Page.
  YouTube Channel: 123TV
  Microblogging: 123TV
  Flickr Foto-Stream: 123TV
• 3 Italia. Social networks: Facebook Business and La3 DVB-H groups.
• Abbott Labs. Social networks: Facebook Labs Are Vital scholarship contest.
• Absolut Vodka:
  • Online video: ABSOLUTworld
  • Social networks: Top Bartender page on Facebook.
• Accenture:
  • Blogging: Nine corporate blogs.
  • Podcasting: Five corporate podcasts.
  • Social networks: Borderless Workplace.
• Accuquote:
  • Blogging: Life Insurance blog.
  • Podcasting: Life Insurance podcast.
• Acura:
  • Social networks: Facebook Acura TSX Connect fan page.
  • Widgets: Acura RDX Traffic on Yahoo.
• Acuvue. Social networks: Facebook “Wink” application.
• Addison Avenue. Crowdsourcing: Suggestion box.
• Adidas. Social networks: adidas soccer on myspace; 70% of ROI driven by pass-along, aka “never-ending friending.”
• Adobe. Tagging: Delicious account used to bookmark primarily tutorials.
• Airplay. Social networks: Baseball Gameday Challenge Facebook application.
• Alltop:
• • Content aggregation: By topic.
  • Online video: Alltop tutorial on YouTube.
  • Widgets: The Alltop widget.
• Amazon:
  • Social networks: Shelfari.
  • Blogging: Web Services blog.
• AMC’s Mad Men. Microblogging: Fake Twitter accounts.
• American Express. Blogging: OPEN Forum.
• American Legacy Foundation. Social Networks: MySpace, Bebo, hi5, xanga,Facebook, and Ning pages.
• American Red Cross. Blogging: Red Cross Chat.
• Animal Planet. Widgets: Killer Clips widget on Yahoo.
• Annie’s Homegrown. Blogging: Bernie’s Blog (offline).
• AOL. Blogging: Vincent Ferrari tries to cancel his account.
• Apple:
  • Blogging: iPod’s dirty little secret.
  • Social networks: Apple Students group on Facebook.
• ArcelorMittal. Virtual worlds: Second Life presence.
• Artful Home. Social networks: Community site.
• AT&T:
  • Microblogging: ATTNews, ATTblueroom, and OnwardSmallBiz on Twitter.
  • Online video: Share AT&T channel on YouTube.
  • Photosharing: Flickr photostream.
  • Social networks: Facebook fan page.
• Austin Ventures. Social networks: Facebook page.
• Avaya. Blogging: The Contact Center Insights Blog.
• Avis. Blogging: We Try Harder.
• Avon:³⁴
  • Social media press release: Avon Breast Cancer Crusade.
  • Social networks: Canada Breast Cancer Crusade on Facebook.
• BAE Systems. Blogging: Graduate blog.
• Bank of America:
  • Online video: Managers sing at a corporate meeting.
  • Social networks: Small Business Community on Clearspace. Medal Me!Facebook application.⁵⁶
• Bayer. Blogger outreach: Berocca Blogger Relief pack^.
• BBVA. Social networks: Finance community.
• BearingPoint:
  • Blogging: New Thinking For a Changing World.
  • Microblogging: Twitter account.
  • Wiki: MIKE2.0 Methodology.
• Best Buy:
  • Blogging: CMO Barry Judge’s blog.
  • Microblogging: Barry Judge on Twitter. Community Connection Manager, too.
  • Online Video: Geek Squad HQ on YouTube^.
  • Social networks: Created Blue Shirt Nation to allow retail employees to support each other.
  • Widgets: Desktop Planner widget and Sarah Moulton Recipe Reminder on Yahoo.
• Best Western. Blogging: On the Go with Amy travel blog focuses on travel with kids.
• Big Rock Brewery:
  • Blogging: Friends of Big Rock blog.
  • Bookmarking: StumbleUpon account.
  • Meetup: Friends of Big Rock.
  • Microblogging: Twitter account.
  • Online video: YouTube account.
  • Photo sharing: Flickr group pool.
  • Social networks: Facebook group. Friends of Big Rock. MySpace group.
  • Voting: Digg account.
• Bigelow Tea:
  • Social Networks: MySpace and Facebook pages.
  • Blogging: Bigelow Blog.
• Blendtec. Online video: YouTube channel has almost 100,000 subscribers and over 2.2 million views, helps sell B2B products to a consumer base.
• BMW. Social networks: Facebook 1-Series Road Trip application. Rampenfest fan page.
• Boeing. Blogging: Randy’s Journal. Tanker Facts blog.
• Bon Appétit Magazine. Social networks: Facebook page.
• Borax. Social networks: Dirty Girl Quiz Facebook application.
• BreakingPoint Labs:
  • Blogging: Corporate blog
  • Microblogging: Twitter account.
• British Airways:
  • Microblogging: Twitter account.
  • Social Networks: Metrotwin community.
• Brooklyn Museum. Social networks: Click! crowd-curated exhibition, Possecommunity, ArtShare Facebook application.
• BSkyB. Social network: Facebook.
• BT. Blog: Insight blog.
• Burton. Microblogging: storedotburton on Twitter.
• CapGemini:
  • Community: Netvibes Universe including blogs, bookmarking, online video, slide sharing, virtual worlds, and wikis.
• Carnival Cruise Lines. Social networks: Carnival Connections community.
• Cavidi. Blogging: HIV Viral Load.
• Charles Schwab. Social networks: Money and More community with Communispace increased Gen X customer base 32% year/year (now offline).
• Chevrolet:
  • Crowdsourcing: Super Bowl 2007 ad contest.
  • Social networks: Aveo Livin’ Large Campus Challenge generated 217 million audience impressions.
• Chevron. Blogging: Event blog during the World Petroleum Congress.
• Chrysler. Blogging: The Firehouse, a media blog for journalists and analysts.Corporate blog.
• Cisco. Blogging: Twelve corporate blogs.
• Clorox. Blogging: Dr. Laundry.
• CNN. Microblogging: Political Ticker on Twitter.
• Coca-Cola:
  • Blogging: Coca-Cola Conversations discusses company history.
  • Online video: Sponsored Cans Professional 3. Diet Coke + Mentos by Eepybird.
  • Social networks: Sprite Sips and CokeTag Facebook applications.
  • Virtual Worlds: Virtual Thirst contest in Second Life to design a vending machine.
  • Widgets: Coke Bubbles on Joost.
• Comcast:
  • Blogging: Bob Garfield’s Comcast Must Die.
  • Microblogging: Customer support on Twitter.
  • Online video: Sleeping technician on YouTube.
• Common Wealth credit union (Canada). Social networks: Young & Free Alberta, which led to $3.6 million in new funds.
• Conde Nast Traveler. Social networks: Facebook fan page.
• Crest. Social networks: Facebook page.
• Cubby Bernstein:
  • Microblogging: Twitter account.
  • Online video: YouTube channel.
  • Social networks: BroadwaySpace. Facebook fan page and assistant’s fan page. MySpace profile.
• Daimler AG:
  • Blogging: Das Daimler-Blog.
  • Content aggregation: FriendFeed account.
  • Online Video: Daimler-Blog YouTube channel.
  • Photo sharing: Flickr photostream.
  • Presentation sharing: SlideShare space.
• Darden School of Business:
  • Blogging: Dean Bruner’s blog. Admissions News blog.
  • Podcasting: Podcasts@Darden.
• Dawdle:⁶⁵
  • Blogging: Corporate blog.
  • Microblogging: Twitter account.
• Del Monte:
  • Brand monitoring: Used JD Power/Umbria to listen to conversations from dog owners.
  • Social networks: Created a virtual private community called I Love My Dog(offline) to support R&D efforts.
• Dell:
  • Blogging: Direct2Dell generates 3.5 million pages views/month. Nine official internal blogs and hundreds of team/departmental blogs in English, Chinese, Japanese, French Canadian, Portuguese, and Spanish.⁹ Dell Hell. Osaka flaming laptop.
  • Brand Monitoring: Uses conversation monitoring from Visible Technologies.
  • Crowdsourcing: Ideastorm allows users to suggest and vote on ideas, has generated 9,800+ ideas. Employee storm, internal idea community has generated over 2,700 ideas.
  • Microblogging: 22 corporate accounts on Twitter, as well as 17+ individuals using “[Name]AtDell” handles
  • Virtual Worlds: Second Life island.
• Deloitte. Social networks: D Street internal network.
• Delta Air Lines:
  • Blogging: Under the Wing.
  • Microblogging: Short-lived Twitter account during brand redesign.
  • Online video: YouTube account.
  • Photo sharing: Flickr photostream and group pool.
  • Social networks: Delta’s Force for Global Good on Facebook.
• Detroit Pistons. Microblogging: Twitter account.
• Domino Magazine. Social networks: Facebook fan page.
• Doritos. Crowdsourcing: Consumer-generated Super Bowl ads.
• Dove. Online video: dove evolution video on YouTube has generated over 7 million views.
• Dwell magazine. Social networks: Dwell Connect.
• eBay. Wikis: Broadly focused community wiki (now closed).
• Edelman. Blogging: CEO Richard Edelman and Edelman Digital blogs.
• Electronic Arts:
  • Online video: Integration of YouTube videos into the upcoming Spore video game.
  • Social networks: Smarty Pants, Spore, and Warhammer applications on Facebook^.
• EMC².
  • Blogging: Sixteen employee blogs.
  • Brand monitoring: Using Collective Intellect.
  • Content aggregation: Friendfeed account.
  • Online video: YouTube channel.
  • Organization: Dan Schwabel, Social Media Specialist.
  • Photosharing: Flickr account.
  • Social Networks: EMC ONE internal network. Documentum on Facebook.
• Ernst & Young. Social networks: Careers page on Facebook.
• Eukanuba. Online video: YouTube account.
• Experian:
  • Blogging: Free Credit Report band blog.
  • Online video: YouTube account.
• ExxonMobil. Microblogging: “Janet” was a fake Twitter account.
• Facebook. Blogging: Corporate blog.
• Fandango:
  • Blogging: Movie blog.
  • Social networks: Movie Pong Facebook application.
• Federal Citizen Information Center. Microblogging: Twitter account.
• Fidelity Investments:
  • Mashups: savings rate finder and checking account comparison.
  • Podcasts: Three topics relating to investment guidance.
  • Widgets: market monitor.
• Fiskars:
  • Blogging: Fisk-A-Teers blog.
  • Social networks: Fisk-A-Teers brand ambassador program.
• Flying Dog Brewery. Crowdsourcing: Suggestion box.
• Food Safety Information Center. Microblogging: Twitter account.
• Ford:
  • Blogging: Sponsored a test drive event for women bloggers. Where are the Joneses? blog.
  • Microblogging: FordDriveOne on Twitter. Twitter account for North America.
  • Organization: Hired Scott Monty to run social media.
  • Social networks: Ford Drives U Facebook group for student buyers. Where are the Joneses? group^.
  • Wiki: Where are the Joneses?
  • WOM campaign: Hurra Torpedo campaign
• Forrester Research:
  • Blogging: Twelve corporate blogs
  • Discussion boards: Interactive Marketing discussion boards.
  • Microblogging: Twitter account
  • Online video: YouTube channel
  • Social networks: Facebook fan page.
• FujiFilm. Social networks: Z Spot Now for its Z20fd camera on Ning.
• Gartner:
  • Microblogging: Twitter account.
  • Podcasting: Gartner Voice.
• General Electric. Blogging: From Edison’s Desk.
• General Mills. Social networks: Eat Better America.Pssst.
• General Motors.
  • Blogging: Seven corporate blogs. GM Facts and Fiction. GM Next.
  • Microblogging: GMblogs on Twitter.
  • Online video: I Got Shotgun.
• Global Crossing. Blogging: IP Convergence.
• Goodwill. Blogging: DC Fashion blog.
• Google:
  • Blogging: Official Blog and 30+ other corporate blogs.
  • Online video: Google channel on YouTube.
• Gourmet Magazine. Social networks: Facebook fan page.
• GourmetStation. Blogging: Delicious Destinations.
• Graco.²¹
  • Blogging: Corporate blog.
  • Microblogging: Twitter account.
• GSK:
  • Blogging: alliconnect.
  • Social networks: myAlli weight loss community.
• Guardian. Blogging: Comment is free.
• H&M. Social networks: Facebook fan page.
• H&R Block:
  • Microblogging: Twitter account with almost 600 followers.
  • Social networks: Facebook fan page with almost 1,000 fans.
• Harley-Davidson. Blogging: Museum blog.
• HBO’s True Blood:
  • Blogging: Bloodcopy and Tru Blood blogs.
  • Microblogging: Sookie Stackhouse character account.
• Hearst. Social networks: Spin The Bottle Facebook application.
• Heinz. Online video: YouTube contest
• Hershey’s. Blogger outreach: Bliss House Party, generated 15,000 blog posts.
• Hewlett-Packard:
  • Blogging: 55 corporate blogs.
  • Microblogging: Twitter account used for promotions at BlogHer 2008.
• Hitachi. Blogging: Six corporate blogs.
• HomeGoods. Blogging: Openhouse blog, written by four customers, unpaid.
• Honda. Widgets: Honda Fit Top Videos widget on Yahoo.
• HSBC. Social networks: Stop the Great HSBC Graduate Rip-Off on Facebook. The HSBC Business Network for entrepreneurs.
• IBM.
  • Blogging: 125 corporate blogs.
  • Forums: developerWorks.
  • Microblogging: Smart SOA SocialNetwork ((S3N)) Team on Twitter
  • Online video: Rational Heroes machinima videos and Meet Mr. Fong on YouTube.
  • Podcasting: developerWorksand Social Networking Now
  • Social networks: Rational Heroes community space.
  • Strategy: internal social computing guidelines
  • Virtual Worlds: IBM Business Center and Rational Software Conference/Hipihiin Second Life.
  • Wikis: developerWorks
• Ikea.
  • Blogging: Blogger relations with Jen Segrest of OHIkea, creator of “Saint Tokig” and forced to change her blog name to “FlatPack Ohio.” Ikea Hacker.Ikea Fans.
  • Online video: Video sharing (Sweden)
  • Social networks:Community (Singapore). Facebook fan group.
• Indium Corporation.⁴⁹ Blogging: Nine corporate blogs.
• innocent drinks:
  • Photo sharing: Flickr pool for the big knit.
  • Social networks: Facebook fan page.
• Instituto de Empresa Business School. Social networks: ieCommunities.
• Intel.
  • Blogger outreach: Intel Insider program.
  • Blogging: Corporate family of blogs.Inside Scoop lifestyle blog. Game Faces blog.³⁴
  • Microblogging: Intel Developer Forum and Inspired By Education.
  • Online video: YouTube account.
  • Photo sharing: Flickr photostream.
  • Public Relations: Social media news releases.
  • Social networks: Facebook Intel Developer Forum, Inspired By Education, and International Science and Engineering Fair pages^. Intel Studios for unsigned musicians. Open Port for IT Pros. Intel Software Network Communities.
  • Sponsorships: PopURL collection for IT Pros. Digg Labs Visual Arc. Slashdot meet the experts.
• Intercontinental Hotels and Resorts. Blog: Intercontental travelogue.
• Intuit:
  • Blogging: TurboTax support team blog. Bob Meighan’s Amazon Blog.
  • Crowdsourcing: Suggestion box.
  • Microblogging: 25+ employee accounts on Twitter to answer product questions.⁴⁶
  • Online video: QuickBooks account on YouTube.TurboTax Tax Laugh on YouTube.⁵¹
  • Ratings and Reviews: TurboTax
  • Social networks: Corporate umbrella fan page on Facebook. TurboTax Support community. QuickBooks community.JumpUp community for new businesses.TurboTax Inner Circle Community.
  • Wiki: TaxAlmanac.
• JCPenney.
  • Online video: Fake teen sex ad.
  • Social networks: azjeans.com on Facebook
  • Widgets: JCPToday desktop widget
• Jeep:
  • Online video: YouTube Jeep channel.
  • Photo sharing: Flickr pool.
  • Social networks: Facebook fan page. MySpace page. Jeep community
• JetBlue.
  • Blogging: “JetBlue hostage” blog.
  • Microblogging: Twitter account.
  • Online video: YouTube channel for corporate communications. Valentine’s Day 2006 meltdown.
  • Photo sharing: Flickr pool.
  • Social networks: JetBlue University.
• Jobster. Social networks: Facebook application.
• Johnson & Johnson.
  • Blogs: JNJ BTW. Kilmer House - history blog.
  • Events: Camp Baby 2008 for mommy bloggers.
  • Online video: J&J health channel on YouTube.
  • Social networks: Facebook Acuminder application and ADHD Moms fan page.
• Joffrey’s. Outreach: Java Beta Test. Results include new flavor and name.
• Kago Kamine & Solar (Fireplaces & Solar). Corporate Blog: MeinKago.de
• Kaiser Permanente. Blogging: Dr. Maring’s Farmers’ Market and Recipe Update
• Keen Footwear. Microblogging: Twitter account.
• KFC:
  • Blogging: KFC Nation Citizen Blogs.
  • Social networks: KFC Nation. Facebook fan page.
• Kia Motors. Blogging: Kia BUZZ blog.
• Kleenex:
  • Blogging: Let It Out blog.
  • Social Networks: Let It Out community.
• Kodak:
  • Blogging: A Thousand Words, Grow Your Biz, and PluggedIn blogs.
  • Microblogging: Chief Blogger and Chief Biz Dev Officer on Twitter.
  • Online video: YouTube channel
  • Organization: Hired a Chief Blogger.
  • Photo sharing: Flickr photostream
  • Podcasting: Kodak Close Up.
  • Social networks: Facebook fan page.
  • Tagging: delicious account.
• Kraft:
  • Blogging: Adam and Tyler.
  • Social networks: One Minute Mogul Facebook application. First Taste product sampling community.
• Kryptonite:
  • Blogging: Lock picking secrets revealed.Unbreakable Bonds blog.
  • Organization: Director, Web/Social Media, Donna Tocci.
  • Social networks: Facebook fan page.
• L’Oreal. Blogging: Vichy character blog and relaunch.
• LaFraise. Blogging: Corporate blog.
• Lenovo. Blogging: Voices of the Olympic Games, with assistance from Ogilvy. Personal blog of David Churbuck, VP of global web marketing.
• LG. Blogging: The Official Blog of LG.
• Library of Congress. Blogging: Official blog.
• Linden Lab:
  • Corporate blog.
  • Online video.
  • Photosharing: Flickr group pool.
  • Virtual worlds: Second Life.
  • Wiki.
• LinkedIn. Blogging: Corporate blog.
• Loblaws. Ratings and reviews: Incorporated user-generated content into promotional materials to generate lift, using Bazaarvoice.
• Lucky Magazine. Social networks: Facebook fan page.
• Lulu.com:
  • Blogging: Adventures in self-publishing.
  • Microblogging: Twitter account.
  • Social networks: Mini-store application on Facebook.
• M/A/R/C Research. Blogging: CEO Merrill Dubrow’s blog.
• Marriott. Blogging: CEO blog.
• Masi Bicycles. Blogging: Masiguy.
• Mattel. Social networks: The Playground Community.
• Mayo Clinic:⁴⁸
  • Blogging: News blog.
  • Online video: Mayo Clinic channel on YouTube.
  • Podcasting: Medical and Health podcasts.
  • Social Networks: Fan page on Facebook.
• McDonalds.
  • Blogging: Corporate social responsibility blog. Fake Monopoly game blogs.Mom’s Quality Correspondents blog - “real moms” blogging about McDonalds behind the scenes.
  • Podcasting: Investor relations and other issues.
  • Social networks: Internal “Mindshare” community powered by Awareness Networks. College Hoops Extra Value Picks Facebook Application.
• McKinsey & Company:
  • Microblogging: McKinsey Quarterly and Business Technology Office on Twitter.
  • Social networks: McKinsey Quarterly Facebook fan page.
• Men’s Vogue Magazine. Social networks: Facebook fan page.
• Mercedes-Benz. Social networks: Generation Benz virtual private community.
• method:
  • Customer support: getSatisfaction page.
  • Microblogging: Twitter account.
  • Social networks: Facebook fan page.
• Microsoft:
  • Blogging: Community blogs.
  • Online video: Bring The Love Back and Inspiration, Anyone? videos.
  • Social networks: Channel 9 developer community. Got Pies, OfficePoke, andName That Small Business applications on Facebook
• Miller Brewing Co. Social networks: Today I’m Toasting Facebook application.
• Mini USA. Brand monitoring: MotiveQuest project.
• Molson:
  • Blogging: Molson in the Community blog.
  • Microblogging: Employees on Twitter include MolsonFerg, ToniaHammer, andMolsonRoss.
  • Outreach: Brew 2.0 event.
  • Social networks: “No. 1 Party School in Canada” contest on Facebook backfires. Or did it?
• Monster. Widgets: Monster jobs widget on Apple.
• Motorola. Wikis: MOTO Q Wiki with how-tos on using the phone.
• Mountain Dew. Discussion Boards: Dewmocracy.
• NASA. Microblogging: Twitter account.
• National Geographic. Virtual worlds: LA Hard Hats virtual construction site.
• National Instruments. Social networks: Nerd network.
• National Marine Sanctuaries. Microblogging: Twitter account.
• National Science Foundation. Microblogging: Twitter account.
• National Women’s Information Center. Microblogging: Twitter account.
• NBA. Widgets: 2008 All-Star Ballot widget on Yahoo.
• NetShops. Ratings and Reviews from PowerReviews increased sales 26%.³
• Nike.
  • Blogging: Nike Basketball. Running.Women NFR.
  • Mashups: Nike 6.0 action sports community.Nike+ running route finder.
  • Social Networks: Jordan Brand Breakfast Club drew 120,000 members.³
  • Widgets: Nike+ challenges and goals.
• Nikon. Blogging: Marketing blogger outreach campaign. Picturetown outreach campaign.
• Nintendo. Online video: YouTube girlfriend on Wii Fit video.
• Nokia:
  • Blogger outreach: WOM World.
  • Social networks: MOSH.²⁰ Somebody Else’s Phone ad campaign: Anna, Jade, and Luca character pages on Facebook.
• OpenSkies:
  • Blogging: OpenSkies blog.
  • Online video: Fly OpenSkies channel.
• OpenTable. Social networks: Reservations application on Facebook.
• Oracle:
  • Blogging: Hundreds of blogs.
  • Crowdsourcing: Oracle Mix.
  • Microblogging: 110+ employees on Twitter and other services.
  • Social networks: Oracle community.
• Orange. Social networks: unsignedAct promotion.
• PacSun. Microblogging: Twitter account.
• Pampers:
  • Blogging: Mommy blogger event.
  • Social networks: Pampers village.
• Paramount Pictures. Social networks: Stop Loss Facebook application.
• Patagonia. Blogging: The Cleanest Line.
• Peace Corps. Microblogging: Twitter account^.
• Pep Boys. Crowdsourcing: Suggestion box.
• Pepsi:
  • Blogger outreach: Can redesign triple package delivery.
  • Content aggregation: The Pepsi Cooler.
  • Organization: Hired Bonin Bough to run social media
• PetSmart. Microblogging: Twitter account.
• Pfizer. Widgets: Frame-Your-Horse widget on Yahoo.
• Pitney Bowes. Blogging: Open Mike CEO blog.
• Pizza Hut. Social networks: Facebook fan page.
• PlusNet.
  • Microblogging: Twitter account for customer support.
  • Social networks: Community site.
• Pontiac.
  • Blogging: Pontiac Underground.
  • Social Network: Pontiac Pulse.
• PR Newswire:
  • Blogging: ProfNet Post
  • Microblogging: 20+ employee accounts and three corporate accounts
  • Photosharing: Flickr photostream
  • Social Networks: Three fan pages on Facebook, including PR Newswire for Journalists; News Releases Facebook application.
  • Tagging: Michael Pranikoff on delicious
  • Widgets: Eight Google gadgets,
• Progress Software.
  • Blogging: Four corporate blogs, including the SOA Infrastructure Blog.
  • Microblogging: Three Twitter accounts, including ProgressSW
  • Social networks: Facebook SOA Infrastructure group.
• Progressive Insurance. Widgets: Progressive Traffic widget on Yahoo.
• PUMA:
  • Blogging: Fake ad controversy.
  • Social networks: Facebook Usain Bolt application.
• Purina:
  • Blogging: Scratchings-and-Sniffings and PurinaCare Pet Insurance blogs.
  • Widgets: Yesterday’s News on Yahoo.
• Queensboro Shirt. Blogging: Behind the Seams.
• Quicken:
  • Blogging: Quizzle, What’s The Diff? blogs.
  • Crowdsourcing: Quicken Loans and Quizzle on Yahoo! Answers.
  • Microblogging: Twitter account.
  • Online video: YouTube account.
  • Photosharing: Quizzleblog photos on Flickr.
• Reebok. Social networks: Run Easy community. Facebook fan page.
• Rubbermaid:
  • Blogging: Adventures in Organization blog.
  • Bookmarking: Rubbermaid on StumbleUpon.
  • Microblogging: Twitter account.
  • Online video: YouTube account.
  • Photosharing: Flickr photostream.
  • Social networks: Facebook fan page.
• Salesforce.com. Crowdsourcing: IdeaExchange has generated 8,300+ ideas.³
• Santa Cruz Skateboards. Microblogging: Twitter account.
• Samsung:
  • Microblogging: SamsungMobileUS and The Samsung Instinct on Twitter.
  • Social networks: Ant Fight Club application on Facebook.
• SAP. Social networks: Developer community. Business process expert community.Ecosystem collaboration.
• SAS. Blogging: Twelve blogs including A Shot in the Arm and Closing the Intelligence Gap.
• Saturn. Social networks: ImSaturn.
• Scotland National Health Service. Social Networks: My Community Space
• SeamlessWeb:
  • Blogging: Insider’s Network blog.
  • Microblogging: Twitter account.
  • Photosharing: Flickr group pool.
  • Social networks: Facebook fan page.
• Securities and Exchange Commission. Microblogging: Twitter account.
• SELF Magazine. Social networks: Facebook fan page.
• Seventeen Magazine. Social networks: Facebook fan page.
• Shop Direct Group (UK). Blogging: Corporate blog. Love Label from Littlewoods Direct.
• Siemens. Widgets: NCAA basketball widget on Yahoo.
• Silk Soy Milk. Social networks: Green Caps for Green Energy Facebook application.⁵⁶
• Simon School, U of Rochester. Blogging: Communications, Admissions, andWomen’s Entrepreneurs Blogs.
• Skittles. Social networks: Facebook fan page.
• Skype. Blogging: Business blog.
• Slice Media:
  • Blogging: Corporate blog.
  • Online video: YouTube channel.
  • Social Networks: Facebook fan page.
• Sonic Drive-In. Widgets: Gift List Manager widget on Yahoo.
• Sony Electronics. Blogging: Sony Electronics blog. Fake PSP blog in 2006.
• Southwest Airlines.
  • Blogging: Nuts About Southwest.
  • Microblogging: SouthwestAir on Twitter.
  • Online video: YouTube channel.
  • Photo sharing: Flickr group.
  • Widgets: Ding!
• Splenda. Virtual Worlds: Second Life island.
• Spreadshirt. Blogging: Corporate blog.
• Spring Awakening musical:
  • Blogging: Totally TRUCKED! blog.
  • Online video: YouTube channel.
• Starbucks.
  • Crowdsourcing: My Starbucks Idea, over 50,000 ideas submitted.
  • Microblogging: Twitter account.
• Starwood Hotels. Blogging: The Lobby.
• Stormhoek:
  • Blogging: Corporate blog.
  • Online video: YouTube channel.
  • Social networks: Facebook group.
• StubHub. Social networks: Concert Scene Facebook application^.
• Subaru. Social networks: Subaru Owners Connection community which increased purchase intent 68% and converted seven sales.
• Sun Microsystems.
  • Blogging: 4,600+ Sun-related blogs.
  • Online video: YouTube account.
• Sybase. Blogging: Thirteen employee blogs.
• Sydney Writers’ Centre:
  • Blogging: Corporate blog.
  • Podcasting: interviews with authors.
  • Social networks: Facebook fan page. MySpace page.
• T-Mobile.
  • Blogging: Deutsche Telekom/T-Mobile demands that the Engadget Mobile blogdiscontinue using the color magenta.
  • Social networks: Transmission with T-Mobile music show on Bebo.
  • Wiki: Sidekick wiki.
• Taco Bell. Social networks: Facebook fan page and I Love Taco Bell application.
• Target:
  • Blogging: Times Square billboard situation.
  • Social Networks: Facebook fan page. Dorm Survival Guide application with 7,000+ members on $500,000 budget. Facebook WOM campaign.
  • Widgets: Four widgets on Yahoo.
• Teen Vogue. Social networks: Facebook fan page.
• Telstra:
  • Blogging: 14 blogs under the now we are talking banner
  • Podcasting: now we are talking podcast
• Texas Instruments. Blogging: DSP blog.
• The Economist. Social networks: Facebook fan page.
• The Home Depot:
  • Microblogging: Twitter account.
  • Online video: YouTube channel.
  • Ratings and reviews: Bazaarvoice’s Ask & Answer
  • Tagging: Social bookmarking in several content areas
• The New York Times:
  • Blogs: 60+ content blogs.
  • Microblogging: Twitter account.
  • Social Networks: TimesPeople - article sharing in Firefox. News quiz Facebook application and fan page.
• The New Yorker. Social networks: Facebook fan page.
• The Nielsen Company. Social networks: Hey! Nielsen media commentary community.
• The Wall Street Journal:
  • Blogs: 40+ content blogs.
  • Microblogging: Twitter account.
• The Weather Channel. Widgets: The Weather Channel Mac widget on Apple.
• Timberland. Social networks: Earthkeepers application on Facebook.⁵⁶
• TJ Maxx:
  • Microblogging: Twitter account.
  • Social networks: What’s In community.
• Toyota Motor Company:
  • Blogging: Open Road Blog.
  • Brand monitoring: Client of Nielsen Online.
  • Microblogging: Open Road on Twitter.
  • Virtual worlds: Toyota Metapolis.
  • Widgets: Fantasy Football widget on Yahoo.
• Transportation Security Adminstration:
  • Blogging: Evolution of Security blog.
  • Microblogging: Twitter account.
• Travel Channel. Social networks: Kidnap! application on Facebook.
• Turkey Hill. Blogging: Ice Cream Journal.
• Tyson Foods:¹⁶
  • Blogging: Tyson Hunger Relief.
  • Microblogging: Twitter account.
• United Kingdom government:
  • Microblogging: Twitter account
  • Online video: Number10 channel on YouTube
  • Photosharing: Flickr photostream
• United States Army. Microblogging: Twitter account.
• United States Department of Homeland Security:
  • Blogging: Leadership Journal blog.
  • Microblogging: Twitter account.
• United States Department of State.
  • Blogging: Dipnote blog.
  • Microblogging: Twitter account.
• United States Equal Employment Opportunity Commission. Microblogging:Twitter account.
• United States government:
  • Microblogging: Spanish portal Twitter account.
  • Social networks: A-Space intelligence community with CIA, FBI, and NSA.
• United States House of Representatives. Microblogging: Twitter account.
• United States Joint Forces Command. Microblogging: Twitter account.
• United States Navy. Social networks: Navy For Moms.
• United States Office of Personnel Management. Microblogging: Twitter account.⁴⁹
• United States Senate. Microblogging: Twitter account.
• Vanity Fair:
  • Blogging: Five corporate blogs.
  • Social networks: Facebook fan page.
• Verizon:
  • Blogging: Policy Blog.
  • Brand monitoring: Using JD Power/Umbria to listen.
• Victoria’s Secret. Social networks: PINK fan page on Facebook.
• Virgin America. Microblogging: Twitter accounts for information and sales.
• Visa. Social networks: Visa Business Network application on Facebook.
• W Magazine. Social networks: Facebook fan page.
• Wal-Mart:
  • Blogging: Check Out, a blog written by buyers. Fake blog: Walmarting Across America. Detractor blogs: Wal-Mart Watch and Working Families For Walmart?
  • Social networks: Facebook Roommate Style Match application. The Hub.Elevenmoms community.
• Wear-Dated Carpet:
  • Blogging: The Carpetology Blog.
  • Online video: YouTube channel.
  • Photosharing: Flickr group pool.
  • Social networks: Friends of Wear-Dated and Wear-Dated carpet Facebook fan pages.
• Wells Fargo:
  • Blogging: Four corporate blogs.
  • Online video: YouTube channel.
  • Social networks: MySpace profile for Cassie, from Stagecoach Island. Facebook Stagecoach Island application and fan page.
  • Virtual worlds: Stagecoach Island.
• Wharton School of Business. Blogging: MBA Admissions blog.
• Whirlpool. Podcasting: Developed and sponsors The American Family.
• Whole Foods:
  • Blogging: Whole Story blog.
  • Microblogging: Twitter account
• Wiggly Wigglers:³²
  • Blogging: Corporate blog.
  • Podcasting: Wiggly Podcast.
  • Social networks: Facebook group.
• WWE:
  • Social networks: Facebook application.
  • Widgets: Fan Nation News widget on Yahoo.
• Xerox. Blogging: 11 corporate blogs.
• Yahoo! Blogging: Search blog.
• Yoplait. Blogging: Bravo la petite fleur!
• Yum! Brands:
  • Blogging: CEO David Novak has an internal blog.
  • Brand monitoring: Nielsen Online and Radian6.
  • Online video: vermin issues^.
  • Outreach: World Hunger Relief Week.
• Zappos:
  • Blogging: 13 corporate blogs.
  • Crowdsourcing: Suggestion box.
  • Microblogging: Multiple Twitter accounts, including CEO Tony Hsieh.