First Direct bank in the UK took a bold move to create an interactive site that shows realtime sentiment and feelings about the bank and their service. This is a great use of available social metrics and presenting it back to the user in an interesting way.
… the list goes on.
Maybe instead of getting your company on twitter, paying marketers to mention you are on twitter, and paying people to blog about your company, forget all that and just make awesome stuff that gets people excited about your products, hire people that represent the company well, and when your stuff is so awesome that friends share it with other friends, you may not even need “social media marketing” after all.
