The online shoe store has taken a wise, targeted approach to social media. Rather than jumping on all social media sites, the CEO has admitted Facebook and MySpace are less effective. Instead, the store uses Twitter (where it has more than 25,000 followers), blogs, and video to share its culture in a way that doesn't seem contrived.
2 Southwest Airlines
Enthusiastic employees make for great social media fodder. The airline carrier – often known for its passionate staff – has learned this lesson firsthand. Southwest uses social media for everything from recruiting and focus groups to broadcasting its infamous low fares.
The company has come a long way from the days of Jeff Jarvis' infamous Dell Hell. Now, even Jarvis has commended the company for getting social media right. Last year's IdeaStorm was widely successful. This year's Digital Nomads site doesn't outright market, but simply associates Dell with the nomadic lifestyle.
Comcast ventured into social media after several customers voiced their dissatisfaction with the company. It has since decided to use social media to salvage its low customer-satisfaction ranking. So far, so good. Comcast Cares' Twitter feed has set a solid example of using the site to bring real value to customers.
5 H&R Block
The company proves that social media isn't just for hip consumer or tech companies. The tax services firm cleverly engaged users during tax season. It's had a few misses, but has continued to grow its presence online with blogs, YouTube, and social networks.