Social Media & Business Marketing Examples

Recorriendo la Web (dateado por Juan Pablo Tapia) me encontré con el Blog de Peter Kim, Being Peter Kim, un post demasiado bueno. Dedicado a todos los no-creyentes de las competencias de los medios sociales, un ejemplo detallado (que sigue abierto a edición) de las marcas que usan algunas de las herramientas sociales disponibles para conversar con los públicos. Realmente excelente.

Cito el post original de Kim: 

“I’ve been thinking about how social media works.  For example, applying game mechanics to understand participation, thinking about users vs. customers, and deconstructing ego traps in PR campaigns.  This analysis makes me wonder if social media marketing matters and if so, does it scale.

I thought you might benefit from some of my background research on these topics.  And I’d appreciate your help in curating this list by providing more details and submitting additional cases.

Examples of companies using and being used by social media marketing:”

• 3 Italia.  Social networks:  Facebook Business and La3 DVB-H groups.⁸⁰ 
• Abbott Labs.  Social networks:  Facebook Labs Are Vital scholarship contest.⁴⁵
• Absolut Vodka:
  • Online video:  ABSOLUTworld.²⁰
  • Social networks:  Top Bartender page on Facebook.⁵⁶
• Accenture:
  • Blogging:  Nine corporate blogs.¹⁹
  • Podcasting:  Five corporate podcasts.
• Accuquote:
  • Blogging:  Life Insurance blog.¹⁹
  • 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.³
• Addison Avenue.  Crowdsourcing:  Suggestion box.⁷³
• 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.²
• Airplay.  Social networks:  Baseball Gameday Challenge Facebook application.⁵⁶
• Alltop:⁹⁸
• • Content aggregation:  By topic.
  • Online video: Alltop tutorial on YouTube.
  • Widgets: The Alltop widget.
• Amazon:
  • Social networks:  Shelfari.⁷⁰
  • Blogging:  Web Services blog.¹⁹
• AMC’s Mad Men.  Microblogging:  Fake Twitter accounts.
• American Express.  Blogging:  OPEN Forum.⁶⁷
• American Legacy Foundation.  Social Networks:  MySpace, Bebo, hi5, xanga, Facebook, and Ning pages.⁹⁴
• American Red Cross.  Blogging:  Red Cross Chat.¹⁹
• Animal Planet.  Widgets:  Killer Clips widget on Yahoo.
• Annie’s Homegrown.  Blogging: Bernie’s Blog (offline).⁴
• AOL.  Blogging: Vincent Ferrari tries to cancel his account.¹
• Apple:
  • Blogging: iPod’s dirty little secret.¹
  • Social networks: Apple Students group on Facebook.
• ArcelorMittal.  Virtual worlds:  Second Life presence.³
• Artful Home.  Social networks: Community site.⁷⁷
• AT&T:³⁰
  • 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.¹⁹
• Avis.  Blogging:  We Try Harder.⁴¹
• Avon:³⁴
  • Social media press release:  Avon Breast Cancer Crusade.
  • Social networks:  Canada Breast Cancer Crusade on Facebook.
• BAE Systems. Blogging: Graduate blog.⁷⁴
• 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.⁷⁰
• BBVA.  Social networks: Finance community.⁵⁴
• BearingPoint:
  • Blogging:  New Thinking For a Changing World.³⁶
  • Microblogging:  Twitter account.³⁶
  • Wiki:  MIKE2.0 Methodology.
• Best Buy:
  • Blogging:  CMO Barry Judge’s blog.¹⁰
  • Microblogging:  Barry Judge on Twitter.¹⁰ Community Connection Manager, too.⁵³
  • Online Video:  Geek Squad HQ on YouTube.⁵³
  • 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.²
• Big Rock Brewery:⁵⁹
  • 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.⁹³
  • Blogging:  Bigelow Blog.¹⁹
• 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.⁴⁰
• Boeing.  Blogging:  Randy’s Journal.¹⁹ Tanker Facts blog.
• Bon Appétit  Magazine.  Social networks: Facebook page.
• Borax.  Social networks:  Dirty Girl Quiz Facebook application.⁵⁶
• BreakingPoint Labs:²⁷
  • Blogging: Corporate blog
  • Microblogging: Twitter account.
• British Airways:
  • Microblogging: Twitter account.⁵
  • Social Networks:  Metrotwin community.⁵⁴
• BSkyB. Social network: Facebook.⁷⁴
• BT. Blog: Insight blog.⁷⁴
• Burton. Microblogging: storedotburton on Twitter.⁷³
• CapGemini:⁸⁵
  • Community: Netvibes Universe including blogs, bookmarking, online video, slide sharing, virtual worlds, and wikis.
• Carnival Cruise Lines.  Social networks: Carnival Connections community.³
• Cavidi.  Blogging:  HIV Viral Load.¹⁷
• Charles Schwab. Social networks: Money and More community with Communispace increased Gen X customer base 32% year/year (now offline).³
• Chevrolet:
  • Crowdsourcing:  Super Bowl 2007 ad contest.
  • Social networks: Aveo Livin’ Large Campus Challenge generated 217 million audience impressions.³
• Chevron.  Blogging: Event blog during the World Petroleum Congress.
• Chrysler.  Blogging: The Firehouse, a media blog for journalists and analysts.  Corporate blog.⁶⁴
• Cisco.  Blogging: Twelve corporate blogs.²
• Clorox.  Blogging: Dr. Laundry.¹⁹
• CNN.  Microblogging:  Political Ticker on Twitter.
• Coca-Cola:
  • Blogging: Coca-Cola Conversations discusses company history.²
  • Online video: Sponsored Cans Professional 3.  Diet Coke + Mentos by Eepybird.
  • Social networks:  Sprite Sips and CokeTag96 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.
• Conde Nast Traveler.  Social networks: Facebook fan page.
• Crest.  Social networks: Facebook page.
• Cubby Bernstein:⁴⁰
  • Microblogging:  Twitter account.
  • Online video: YouTube channel.
  • Social networks:  BroadwaySpace.  Facebook fan page and assistant’s fan page. MySpace profile.
• Daimler AG:⁷⁵
  • 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.³ 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.³
  • Microblogging: 22 corporate accounts on Twitter, as well as 17+ individuals using “[Name]AtDell” handles
  • Virtual Worlds: Second Life island.²
• Deloitte.  Social networks:  D Street internal network.⁸⁸
• Delta Air Lines:
  • Blogging:  Under the Wing.
  • Microblogging:  Short-lived Twitter account during brand redesign.
  • Online video: YouTube account.⁸⁷
  • Photo sharing:  Flickr photostream and group pool.⁸⁷
  • Social networks: Delta’s Force for Global Good on Facebook.⁸⁷
• 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.⁹⁵
• eBay.  Wikis: Broadly focused community wiki (now closed).
• Edelman.  Blogging:  CEO Richard Edelman and Edelman Digital blogs.¹⁹
• Electronic Arts:
  • Online video:  Integration of YouTube videos into the upcoming Spore video game.
  • Social networks:  Smarty Pants, Spore, and Warhammer applications on Facebook.⁵⁶
• EMC².
  • Blogging:  Sixteen employee blogs.⁹⁵
  • Brand monitoring:  Using Collective Intellect.¹⁴
  • 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.⁴⁷
• Experian:⁸² 
  • Blogging: Free Credit Report band blog.
  • Online video:  YouTube account.
• ExxonMobil.  Microblogging:  “Janet” was a fake Twitter account.¹
• Facebook.  Blogging: Corporate blog.¹⁹
• Fandango:
  • Blogging: Movie blog.¹⁹
  • Social networks:  Movie Pong Facebook application.⁵⁶
• Federal Citizen Information Center.  Microblogging:  Twitter account.⁴⁹
• 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.⁴
  • Social networks: Fisk-A-Teers brand ambassador program.³
• Flying Dog Brewery.  Crowdsourcing: Suggestion box.⁷³
• Food Safety Information Center.  Microblogging:  Twitter account.⁴⁹
• Ford:
  • Blogging: Sponsored a test drive event for women bloggers.  Where are the Joneses? blog.⁸
  • Microblogging:  FordDriveOne on Twitter. Twitter account for North America.⁵
  • Organization: Hired Scott Monty to run social media.
  • Social networks: Ford Drives U Facebook group for student buyers. Where are the Joneses? group.⁸
  • Wiki:  Where are the Joneses?⁸
  • WOM campaign:  Hurra Torpedo campaign⁷
• Forrester Research:
  • Blogging: Twelve corporate blogs
  • Discussion boards:  Interactive Marketing discussion boards.³⁷
  • Microblogging: Twitter account
  • Online video:  YouTube channel
  • Social networks:  Facebook fan page.
• FujiFilm.  Social networks: Z Spot Now for its Z20fd camera on Ning.²
• Gartner:⁶²
  • Microblogging: Twitter account.
  • Podcasting: Gartner Voice.
• General Electric.  Blogging: From Edison’s Desk.¹⁹
• General Mills.  Social networks:  Eat Better America.⁶³  Pssst.
• General Motors.
  • Blogging:  Seven corporate blogs. GM Facts and Fiction.⁹² GM Next.¹⁵
  • Microblogging:  GMblogs on Twitter.⁵⁰
  • Online video:  I Got Shotgun.¹⁵
• Global Crossing. Blogging:  IP Convergence.¹⁹
• Goodwill.  Blogging:  DC Fashion blog.³²
• Google:
  • Blogging:  Official Blog¹⁹  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.¹⁹
  • Social networks: myAlli weight loss community.³
• Guardian.  Blogging:  Comment is free.¹³
• 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.²
• Harley-Davidson.  Blogging: Museum blog.
• HBO’s True Blood:⁹¹
  • Blogging: Bloodcopy and Tru Blood blogs.
  • Microblogging: Sookie Stackhouse character account.
• Hearst.  Social networks:  Spin The Bottle Facebook application.⁵⁶
• Heinz.  Online video:  YouTube contest.⁵⁵
• Hewlett-Packard:
  • Blogging: 55 corporate blogs.
  • Microblogging: Twitter account used for promotions at BlogHer 2008.²
• Hitachi.  Blogging: Six corporate blogs.¹⁹
• HomeGoods.  Blogging: Openhouse blog, written by four customers, unpaid.⁴
• 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.²
• IBM.
  • Blogging:  125 corporate blogs.²
  • Forums:  developerWorks.⁷²
  • Microblogging:  Smart SOA SocialNetwork ((S3N)) Team on Twitter.⁷⁶
  • Online video:  Rational Heroes machinima videos and Meet Mr. Fong on YouTube.⁷²
  • Podcasting:  developerWorks⁷² and Social Networking Now⁷⁶
  • Social networks:  Rational Heroes community space.⁷²
  • Strategy:  internal social computing guidelines
  • Virtual Worlds:  IBM Business Center and Rational Software Conference/Hipihi in Second Life.⁷²
  • Wikis:  developerWorks.⁷²
• 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.⁸⁴  Ikea Fans.⁸⁴
  • Online video:  Video sharing (Sweden)⁸⁴
  • Social networks:⁸⁴   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.⁶⁹
• Intel.
  • Blogger outreach:  Intel Insider program.⁷¹
  • Blogging: Corporate family of blogs.⁷¹ Inside Scoop lifestyle blog.⁷¹  Game Faces blog.³⁴
  • Microblogging:  Intel Developer Forum and Inspired By Education.⁷¹
  • Online video:  YouTube account.⁷¹
  • Photo sharing:  Flickr photostream.⁷¹
  • Public Relations:  Social media news releases.⁷¹
  • Social networks: Facebook Intel Developer Forum, Inspired By Education, and International Science and Engineering Fair pages.⁷¹  Intel Studios for unsigned musicians.⁷¹  Open Port for IT Pros.⁷¹  Intel Software Network Communities.²
  • Sponsorships:⁷¹   PopURL collection for IT Pros.  Digg Labs Visual Arc.  Slashdot meet the experts.
• Intercontinental Hotels and Resorts. Blog: Intercontental travelogue.⁷⁴
• Intuit:
  • Blogging:  TurboTax support team blog.  Bob Meighan’s Amazon Blog.⁵¹
  • Crowdsourcing:  Suggestion box.⁷³
  • Microblogging:  25+ employee accounts on Twitter to answer product questions.⁴⁶
  • Online video:  QuickBooks account on YouTube.⁴⁶ TurboTax Tax Laugh on YouTube.⁵¹
  • Ratings and Reviews:  TurboTax⁵¹
  • Social networks: Corporate umbrella fan page on Facebook.⁴⁶  TurboTax Support community.  QuickBooks community.⁴⁶ JumpUp community for new businesses.⁴⁶ TurboTax Inner Circle Community.⁵¹  
  • Wiki: TaxAlmanac.²
• JCPenney.
  • Online video: Fake teen sex ad.¹
  • 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.²
• JetBlue.
  • Blogging: “JetBlue hostage” blog.
  • Microblogging:  Twitter account.
  • Online video:  YouTube channel for corporate communications. Valentine’s Day 2006 meltdown.¹
  • Photo sharing:  Flickr pool.
  • Social networks:  JetBlue University.² 
• Jobster.  Social networks:  Facebook application.⁵⁴
• 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.⁴⁵
• Joffrey’s.  Outreach:  Java Beta Test.  Results include new flavor and name.³⁹
• Kaiser Permanente.  Blogging: Dr. Maring’s Farmers’ Market and Recipe Update.¹⁹
• KFC:¹¹
  • Blogging:  KFC Nation Citizen Blogs.
  • Social networks: KFC Nation.  Facebook fan page.²⁴
• Kia Motors.  Blogging: Kia BUZZ blog.⁷⁹ 
• Kleenex:
  • Blogging: Let It Out blog.⁴
  • Social Networks: Let It Out community.
• Kodak:
  • Blogging:  A Thousand Words, Grow Your Biz, and PluggedIn blogs.¹⁸
  • Microblogging:  Chief Blogger and Chief Biz Dev Officer on Twitter.¹⁸
  • Online video:  YouTube channel.¹⁸
  • Organization:  Hired a Chief Blogger.
  • Photo sharing:  Flickr photostream.¹⁸
  • Podcasting:  Kodak Close Up.¹⁸
  • Social networks:  Facebook fan page.¹⁸
  • Tagging:  delicious account.¹⁸
• Kraft:
  • Blogging:  Adam and Tyler.⁶⁶
  • Social networks: One Minute Mogul Facebook application.⁵⁶  First Taste product sampling community.
• Kryptonite:
  • Blogging: Lock picking secrets revealed.¹  Unbreakable Bonds blog.³⁸
  • Organization:  Director, Web/Social Media, Donna Tocci.³⁸
  • Social networks:  Facebook fan page.³⁸
• L’Oreal.  Blogging:  Vichy character blog and relaunch.
• LaFraise.  Blogging:  Corporate blog.⁶⁸
• Lenovo. Blogging: Voices of the Olympic Games, with assistance from Ogilvy.² Personal blog of David Churbuck, VP of global web marketing.
• LG.  Blogging:  The Official Blog of LG.⁷⁰
• Library of Congress.  Blogging:  Official blog.¹⁹
• Linden Lab:³³
  • Corporate blog.
  • Online video.
  • Photosharing:  Flickr group pool.
  • Virtual worlds: Second Life.
  • Wiki.
• LinkedIn.  Blogging:  Corporate blog.¹⁹
• 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:²²
  • 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.⁴⁹
• Marriott.  Blogging: CEO blog.
• Masi Bicycles.  Blogging:  Masiguy.³²
• 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.⁵⁶
• Men’s Vogue Magazine.  Social networks: Facebook fan page.
• Mercedes-Benz.  Social networks: Generation Benz virtual private community.³⁷
• method:⁸¹
  • Customer support:  getSatisfaction page.
  • Microblogging:  Twitter account.
  • Social networks:  Facebook fan page.
• Microsoft:
  • Blogging:  Community blogs.¹⁹
  • Online video:  Bring The Love Back and Inspiration, Anyone? videos.⁷
  • Social networks:  Channel 9 developer community. Got Pies, OfficePoke, and Name That Small Businessapplications on Facebook.⁵⁶
• Miller Brewing Co.  Social networks: Today I’m Toasting Facebook application.⁵⁶
• Mini USA.  Brand monitoring: MotiveQuest project.²⁵
• Molson:
  • Blogging:  Molson in the Community blog.³⁴
  • Microblogging: Employees on Twitter include MolsonFerg, ToniaHammer, and MolsonRoss.³⁴
  • Outreach:  Brew 2.0 event.³⁴
  • 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.⁴⁰
• NASA.  Microblogging:  Twitter account.⁴⁹
• National Geographic.  Virtual worlds: LA Hard Hats virtual construction site.²
• National Marine Sanctuaries.  Microblogging:  Twitter account.⁴⁹
• National Science Foundation.  Microblogging:  Twitter account.⁴⁹
• National Women’s Information Center.  Microblogging:  Twitter account.⁴⁹
• NBA.  Widgets:  2008 All-Star Ballot widget on Yahoo.
• NetShops.  Ratings and Reviews from PowerReviews increased sales 26%.³
• Nike.
  • Blogging:  Nike Basketball.  Running.¹⁹   Women NFR.¹⁹
  • Mashups:  Nike 6.0 action sports community.²  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:⁴¹
  • Blogging:  OpenSkies blog.
  • Online video:  Fly OpenSkies channel.
• OpenTable.  Social networks:  Reservations application on Facebook.⁵⁶
• Oracle:
  • Blogging:  Hundreds of blogs.⁴²
  • Crowdsourcing:  Oracle Mix.⁴²
  • Microblogging:  110+ employees on Twitter and other services.
  • Social networks:  Oracle community.⁴²
• Orange.  Social networks:  unsignedAct promotion.²⁹
• PacSun.  Microblogging:  Twitter account.
• Pampers:
  • Blogging: Mommy blogger event.
  • Social networks:  Pampers village.⁴⁷
• Paramount Pictures.  Social networks:  Stop Loss Facebook application.⁵⁶
• Patagonia.  Blogging: The Cleanest Line.
• Peace Corps.  Microblogging:  Twitter account.⁴⁹
• Pep Boys. Crowdsourcing:  Suggestion box.⁷³
• Pepsi.  Content aggregation: The Pepsi Cooler.
• PetSmart.  Microblogging:  Twitter account.
• Pfizer.  Widgets:  Frame-Your-Horse widget on Yahoo.
• Pitney Bowes.  Blogging: Open Mike CEO blog.¹⁹
• Pizza Hut.²⁴  Social networks: Facebook fan page.
• PlusNet.
  • Microblogging:  Twitter account for customer support.
  • Social networks:  Community site.⁸³
• Pontiac.⁹²
  • Blogging:  Pontiac Underground.
  • Social Network:  Pontiac Pulse.
• PR Newswire:²⁶
  • 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.³¹
  • 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.⁵⁵
  • Widgets: Yesterday’s News on Yahoo.
• Queensboro Shirt.  Blogging: Behind the Seams.⁸⁹
• Quicken:⁴⁴
  • 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.³
  • Bookmarking: Rubbermaid on StumbleUpon.⁴³
  • Microblogging:  Twitter account.⁴³
  • Online video:  YouTube account.⁴³
  • Photosharing: Flickr photostream.⁴³
  • Social networks:  Facebook fan page.⁴³
• 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.²⁰
  • Social networks:  Ant Fight Club application on Facebook.⁵⁶
• SAP.  Social networks:  Developer community.  Business process expert community.  Ecosystem collaboration.⁶
• SAS.  Blogging: Twelve blogs including A Shot in the Arm and Closing the Intelligence Gap.⁹⁰
• Saturn.  Social networks:  ImSaturn.¹⁵
• Scotland National Health Service.  Social Networks: My Community Space.²⁹
• SeamlessWeb:⁵⁷
  • Blogging: Insider’s Network blog.
  • Microblogging: Twitter account.
  • Photosharing: Flickr group pool.
  • Social networks: Facebook fan page.
• Securities and Exchange Commission.  Microblogging:  Twitter account.⁴⁹
• SELF Magazine.  Social networks: Facebook fan page.
• Seventeen Magazine.  Social networks: Facebook fan page.
• Shop Direct Group (UK).²³  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, and Women’s Entrepreneurs Blogs.⁷⁸  
• Skittles.  Social networks:  Facebook fan page.⁶¹
• Skype.  Blogging:  Business blog.⁷⁴
• Slice Media:⁹⁷ 
  • 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.⁶⁸
• Spring Awakening musical:⁴⁰
  • Blogging:  Totally TRUCKED! blog.
  • Online video: YouTube channel.
• Starbucks.
  • Crowdsourcing: My Starbucks Idea.
  • Microblogging:  Twitter account.¹²
• Starwood Hotels.  Blogging: The Lobby.
• Stormhoek:
  • Blogging: Corporate blog.
  • Online video: YouTube channel.
  • Social networks: Facebook group.
• StubHub.  Social networks: Concert Scene Facebook application.⁵⁶
• Sun Microsystems.
  • Blogging: 4,600+ Sun-related blogs.
  • Online video:  YouTube account.⁴⁷
• Sybase.  Blogging:  Thirteen employee blogs.⁹⁵
• Sydney Writers’ Centre:⁶⁰
  • 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 blog discontinue using the color magenta.
  • Social networks:  Transmission with T-Mobile music show on Bebo.²⁹
  • Wiki: Sidekick wiki.⁹⁵
• Taco Bell.²⁴  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.¹
  • Widgets: Four widgets on Yahoo.
• Teen Vogue.  Social networks: Facebook fan page.
• Telstra:³⁵
  • Blogging:  14 blogs under the now we are talking banner
  • Podcasting:  now we are talking podcast
• Texas Instruments.  Blogging: DSP blog.¹⁹
• The Economist.  Social networks: Facebook fan page.
• The Home Depot:¹⁰
  • 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.²  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.⁵⁸
  • Brand monitoring:  Client of Nielsen Online.
  • Microblogging:  Open Road on Twitter.
  • Virtual worlds: Toyota Metapolis.²
  • Widgets:  Fantasy Football widget on Yahoo.
• Transportation Security Adminstration:
  • Blogging:  Evolution of Security blog.
  • Microblogging:  Twitter account.⁴⁹
• Travel Channel.  Social networks: Kidnap! application on Facebook.⁵⁶
• Turkey Hill.  Blogging:  Ice Cream Journal.⁴
• Tyson Foods:¹⁶
  • Blogging:  Tyson Hunger Relief.
  • Microblogging: Twitter account.
• United Kingdom government:²⁹
  • Microblogging:  Twitter account
  • Online video:  Number10 channel on YouTube
  • Photosharing: Flickr photostream
• United States Army.  Microblogging:  Twitter account.⁴⁹
• United States Department of Homeland Security:
  • Blogging: Leadership Journal blog.
  • Microblogging:  Twitter account.⁴⁹
• United States Department of State.
  • Blogging:  Dipnote blog.⁹⁵
  • Microblogging:  Twitter account.⁴⁹
• United States Equal Employment Opportunity Commission.  Microblogging: Twitter account.⁴⁹
• United States government:
  • Microblogging:  Spanish portal Twitter account.⁴⁹
  • Social networks:  A-Space intelligence community with CIA, FBI, and NSA.
• United States House of Representatives.  Microblogging:  Twitter account.⁴⁹
• United States Joint Forces Command.  Microblogging:  Twitter account.⁴⁹
• United States Navy.  Social networks:  Navy For Moms.⁵²
• United States Office of Personnel Management.  Microblogging:  Twitter account.⁴⁹
• United States Senate.  Microblogging:  Twitter account.⁴⁹
• Vanity Fair:
  • Blogging: Five corporate blogs.
  • Social networks: Facebook fan page.
• Verizon:
  • Blogging:  Policy Blog.¹⁹
  • Brand monitoring: Using JD Power/Umbria to listen.³
• Victoria’s Secret.  Social networks: PINK fan page on Facebook.
• Virgin America.  Microblogging: Twitter accounts for information and sales.⁵
• Visa.  Social networks: Visa Business Network application on Facebook.²
• 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.³
  • Online video:  YouTube channel.³²
  • Photosharing:  Flickr group pool.³²
  • Social networks:  Friends of Wear-Dated and Wear-Dated carpet Facebook fan pages.³²
• Wells Fargo:²⁸
  • Blogging: Four corporate blogs.
  • Online video:  YouTube channel.
  • Social networks:  MySpace profile for Cassie, from Stagecoach Island.  Facebook Stagecoach Island applicationand 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.⁵
• Wiggly Wigglers:³²
  • Blogging: Corporate blog.
  • Podcasting: Wiggly Podcast.
  • Social networks:  Facebook group.
• WWE:
  • Social networks: Facebook application.²
  • Widgets: Fan Nation News widget on Yahoo.
• Xerox.  Blogging: 11 corporate blogs.²
• Yahoo!  Blogging:  Search blog.¹⁹
• Yoplait.  Blogging:  Bravo la petite fleur!¹⁹
• Yum! Brands:
  • Blogging:  CEO David Novak has an internal blog.²⁴
  • Brand monitoring:  Nielsen Online and Radian6.²⁴
  • Online video: vermin issues.¹
  • Outreach:  World Hunger Relief Week.²⁴
• Zappos:
  • Blogging:  13 corporate blogs.
  • Crowdsourcing:  Suggestion box.⁷³
  • Microblogging: Multiple Twitter accounts, including CEO Tony Hsieh.²

[Notice anything missing?  Leave a link and description in the comments below.  I'll add to the main list on a periodic basis.]