Social Media is a growing factor in all of our lives. It has been interesting to watch different companies embrace social media. If your researching different social media campaigns, check out this discussion: http://thenextweb.com/socialmedia/2010/07/14/how-old-spice-showed-us-what-a-social-media-campaign-is-all-about/.
The biggest thing I've taken away from this - is the interaction between the customers and the business. They have found a way to bridge that gap, to say that they have heard and what a way to continue the dialog!