Well worth checking out, www.modernista.com has taken social media… to where it should be. The exception is they have cut out the middle man… themselves. Look for their site, it is the small red box in the upper left corner of the screen. As for the rest of the site, they let others do the "social" work.
While this may be an extreme example, it does beg the question, when you visit a company’s website, why don’t they have a link to their wikepedia page or other social media sites. For example, visit www.okstate.edu. Is there room for http://en.wikipedia.org/wiki/Oklahoma_State_University on their front page? Is the visitor likely also to visit wikipedia as well? And, if they do will they benefit from the experience? The answer is yes, yes and yes.
One more point. For all the PR/comm folks out there, make a visit to all the social media sites that reference your company. Be familiar with what others are saying. If there are errors, make corrections. If the truth hurts, make internal corrections.
[...] with the results it wasn’t just a flaw in the strategy? After all, when Modernista did it, they were applauded. We applaud Zappos’ usage of twitter but if their use doesn’t support their overarching [...]