Social Media or Web 2.0 is all about engaging the end user in some sort of dialogue or participation. It might be an invitation to submit a video, picture, comment, or what have you.
Social Media is all about inviting your audience to take some sort of action, even if it does not lead directly to a sale. Many marketers don’t want to dedicate resources to handling the responses solicited. But, it doesn’t have to be so labor-intensive.
For a slightly twisted but effective example of a large brand inviting participation, look at Burger King’s recent “Whopper Sacrifice” campaign on Facebook. It gave a coupon for a Whopper sandwich to anyone who defriended 10 Facebook friends. The company gave out 23,000 coupons before ending the promotion. LC