Yes social media is a great consensus and strategy building tool that belongs in a toolkit for cloud based collaboration software solutions. I like to think of organizations as having an “ecosystems”. A system of essential elements and tools that allow to company to grow harmoniously.
If the product is a mass market “consumer” product then it can derive a lot of traction from a social campaign directed to the right demographic. Parameters such as geo-locations tagging, crowd sourcing, tweeting, facebook and traditional media tactics should be examined in relation to a marketing budget. Consider where you can achieve maximum penetration for your marketing dollar before launching a new campaign.