Brand Engagement: How Ford, Kodak and Best Buy run their Social Media Programs

"Social media can fall anywhere in the range of the selling cycle,"
said Mr. Monty. "In our case it's on the broader end: awareness and
perception. It's more of a branding tool than a sales tool. But on the
local level, where the dealer gets involved, that's where it get can
work for lead generation and CRM."

Scott Monty, Ford's Global Digital and Multimedia Communications Director

Read more about it at "You're Using Social Media. But Just Who Is Overseeing It All?" – including the three marketing models for social media.

A quite intelligent blend of central and local, branding and lead generation. Might be the future for successful Social Media implementation / direction.

You want to have the best of both worlds!