The real secret to social media success for organizations is this:

Social Media is not a "trick", nor a bag of tricks, nor a single formula that can be plugged in.

Social media is a philosophy; you either "get it" or you don't, both on an individual level and a corporate level; More and more companies are "getting it", including AMD, Comcast, Dell, Biggby Coffee, Zappos, etc.. Others aren't. And it shows.