As brands flock to the social space, many are feeling their way and testing the waters, while others who strive for innovation must push harder than ever to stay ahead of the curve. It is exciting to watch companies creating premium content exclusive to their social properties and making use of existing tools in new ways. The low barrier to entry and relative affordability of social media allows brands to make bold strategic decisions and often create environments that stimulate creativity, reward risk takers, and consistently provide the best return on investment — customer engagement. What follows are six examples of companies experimenting with social media in both modest and significant ways.

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