The document discusses how several companies have successfully used social media. Kogi BBQ used Twitter to connect with customers and share the daily location of their taco truck, serving 600-700 customers per night. Blendtec used humorous "will it blend" videos on YouTube that received over 50 million views and increased sales by 700%. Starbucks created an online suggestion site called "My Starbucks Idea" for customers to submit and vote on ideas, then provides updates on changes. Dell has embraced social media across multiple platforms like Twitter, blogs, and Facebook, and has publicly stated seeing a $1 million return on investment from their Twitter efforts.