Brands redefining social media in 2011

The Brands Redefining Social Media in 2011 list recognizes the brands that have done the best job of engaging consumers through the myriad social media platforms. But beyond mere engagement, these brands have used big ideas, bold action, and smart thinking to leverage passionate online audiences in a channel that is still quite new. Collectively, these are the brands that move, shape, lead -- and listen to -- the conversations that define social media.

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American Express

If social media is an ongoing conversation on all fronts, then American Express certainly has the gift of gab. Through a wide range of bold social media initiatives...Full Story

Bacardi

To differentiate its brand of rum, Bacardi has developed a multi-pronged social media strategy based on the beverage's long-running contributions to parties and events...Full Story

Coca-Cola

Coca-Cola is already a pretty friendly brand, so in a lot of ways social media should be second nature to the beverage giant. But that doesn't mean the folks at Coke aren't trying...Full Story

Disney

Disney is a vast media empire unto itself. As both a popular entertainment brand in its own right as well as a parent to scores of other related brands, Disney screams complexity...Full Story

Domino's

Two years ago, Domino's had a social media meltdown. To launch its recovery, Domino's began with a socially driven conversation that showcased real customers giving the brand their unfiltered take on its pizza...Full Story

Dos Equis

You don't have to be a social media guru to figure out that people -- especially men -- love talking about, and quoting from, the Dos Equis "Most Interesting Man" campaign...Full Story

Etsy

If you know about Etsy -- a community for buying and selling handmade and vintage items -- you probably didn't hear about the brand through a traditional advertising channel...Full Story

Ford

Major American car companies aren't known for having a personality, and prior to the social media revolution, Ford was no exception. Yet Ford was an early and powerful...Full Story

Hotels.com

Known for using claymation characters in its television spots, Hotels.com has adapted the same avatars to connect with digital users on a more personal level with campaigns like...Full Story