Microsoft is doing something interesting. They are aggregating social media feedback about Windows 7 - http://www.microsoft.com/windows/social/. It is a bit annoying too, hard to read as it changes and I have a sneaking suspicion they are doing some filtering to get positive sentiments.
Several months ago I saw a presentation that used "Skittles" as an example as they had added a twitter stream to their site - only it wasn't filter and they had to quickly take it down as not only was there a lot of negative comments but also lot of spam and irrelevant information.
Aggregating social media activity is a good idea, exposing it for public consumption in one collection may not be the best idea. I guess it depends on how confident one is about the product and services being offered as well as the commitment to respond and join the conversation.
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