The Spitzer Files - Case Study

Gawker.com: How the New York Times and the Press Serviced Client No. 9 - Eliot Spitzer and his hooker habit launching a PR storm of epic proportions.

Coca-Cola's 206 Country Blogger Tour

Three bloggers, who will be chosen by online voting to begin Wednesday, will embark on a 206 country world tour to uncover "what makes people happy." The program is part of Coca Cola's "Open Happiness" campaign. Forbes Magazine states that the effort, dubbed "Expedition 206," marks another venture by a big-name brand to delve deep into social media. Such efforts, which include blogging, posting updates on Twitter and adding videos to YouTube, can generate talk by consumers and sales, companies hope. According to Adam Brown, director of Coca-Cola's Office of Digital Communications and Social Media. "It's not about having the Coca-Cola brand first and foremost, center of the screen ... It's about telling the story that involves Coca-Cola, that involves the attributes of what Coca-Cola is about, optimism and joy."

How a Beverly Hills bakery is keeping up with customers on Facebook

Sprinkles Cupcakes in Los Angeles is building buzz for its sweet treats by posting a secret word -- such as "ganache" or "love" -- on Facebook that fans can whisper in a store for a free cupcake. The company uses its fan base of 70,000 to decide its next location, as well as address customer feedback. "Requests. Complaints. We're watching. It's not just me, it's our entire team," said bakery President Charles Nelson.

Make-A-Wish Foundation is using social media sites

A Miami Herald's article mentions how Make-A-Wish Foundation of Southern Florida is taping into social media sites by using YouTube and Twitter to share the wishes of children with terminal illnesses and encourage people to donate to their cause. "We're looking to share our stories and our mission -- and if fundraising comes with it, that's great," said Richard Kelly, the foundation's chief operating officer.