You know how they talk about Dell having garnered millions of dollars of business by giving away exclusive offers on twitter. If you consider giving away freebees in return for business as a success parameter, its been done ever since business existed. Replicating that success on a different platform by following this age old strategy can hardly be deemed as a successful use of the platform.
Social Media was intended to connect consumers with consumers. With the intrusion of brands, in an otherwise human world, the best case situation is that consumers now treat the brand as one of them.
Lets not assume that I think being human is not a great move by a brand. It is, but it still doesn't leverage the true power of social media.
If you as a brand want to do that, you need to architect a conversation around your brand, so the consumers are still talking to other consumers, but now they are talking about your brand. More difficult of course, but if done right, you unlock some serious potential.
What are your thoughts on architecting a conversation around a brand. Do you know of anyone successful in achieving that?