This document provides an overview of social media and its benefits for organizations, along with associated risks. It discusses key social media platforms and provides recent case studies of both Irish and international brands engaging successfully and unsuccessfully with social media. The overview outlines how social media can be used to communicate, engage communities, share content, build social networks, listen to discussions, and learn from crowdsourcing. It also notes social media's benefits like listening to conversations, engaging with customers, building communities and relationships, and reducing costs. However, risks include losing control of conversations, negative comments, and criticism for using social media just for marketing.

1. Social Media Overview & Case Studies Keith Feighery: Digital Strategist Strategist

6. Social Media Landscape

8. SandTex – Ireland Deserves Sun

9. Toyota Ireland

10. Mr Tayto

11. Murphys Ice cream

12. HairyBaby

13. Paddy Power

14. The Big Switch

15. Pat The Baker

17. Domino’s

18. United Airlines

19. Marks and Spencers

21. Transportation Security Administration

22. Stuff White People Like

23. Wiggly Wigglers

24. Tube Worker abuses Traveller

25. Best Job In the World

27. Evian

28. Volkswagen

29. American Red Cross

30. Charmin “Go” Campaign

31. Zappos

32. H & M

33. Coca Cola “206 Expedition”

34. Ford - FiestaMovement

35. Skittles

36. Dell

37. Starbucks

38. Best Buy