Take a look at this interview with Andy Lark, who runs corporate communications for Dell. The company is making social media central to their marketing efforts. Dell are becoming leaders in this space with teams of people working on social media with responsibility for certain social media properties such as Twitter. They see social media as crucial to engaging with customers and gaining customer feedback on products and ideas.
http://www.uberpulse.com/us/2008/08/social_media_is_dells_core_marketing_strategy_video.php
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