1 Zappos
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 – ...