There was a time when social media was simply about being social. Nothing wrong with that, but many business sectors have been ‘laggards’ in the adoption of it as a powerful communications channel.
There was a lovely campaign that I wrote about in Saving Social Media, where twitter was used to recount a real-time 24-hour reconstruction of the D-Day landings. An imaginative example of how social media can be used to powerful and emotive effect.