I’ve always seen social media as a strategy for corporate communication. It’s to sensible and to interactive to just be added to regular bulk media. This media is best-of to demonstrate and to proof wether marketing takes their brand serious and trusts in their own ability to talk truth.
The following example shows how brands take their clients serious. BBDO Argentina launched a campaign for the new naming of PEPSI in Argentina as the Argentinos pronounced PEPSI wrong and called it PECSI. A usergenerated naming. Not bad.