Stefan Kirmse discusses Wacom's social media strategy and key learnings from using platforms like Facebook and YouTube to engage customers. Some tactics that worked well were PR and Facebook collaborations, viral video seeding, and online communities. However, developing engaging, high-quality content over time and connecting social media to the full customer experience were ongoing challenges. Kirmse emphasizes the importance of understanding customers, having a clear message, and adapting the organization to truly embrace social media.