How social media can create better value

Select any company or brand, and show how social media marketing can be used to create better value for their customers
The key here is 'better value', so chose your company or brand carefully. If you chose a brand/company that is already creating great value for their customers, the bar is much higher for your suggestion of 'better'. E.g. can you beat the marketers at McDonalds or CocaCola?