From: Fairytale Brownies Specials
Subject Line: Free Shipping...at your request!
Date: Monday, March 1, 2010

By now, most marketers understand that social media channels function like a user group of your most loyal or most outspoken customers. They talk amongst themselves, about your brand and sometimes even with company representatives. By asking the right questions and participating in the conversation, you can let these avid fans shape your promotional strategy for the benefit of your entire audience. That's why I love this Fairytale Brownies message; they participated with their social network and reacted by presenting the most requested offer... Free Shipping.

I also love that they didn't just react by sending a free shipping offer but instead made it clear where the conversation took place and where you as a customer can have a direct conversation with them. Notice the call-to-action for social media, "What would you like? Join the conversation." This shows much more dedication to the channel than the typical "follow us on..." that most marketers employ.