I think creativity in social media is at the heart of the problem of realizing and executing the true value of social. Save the creativity for advertising “campaigns,” and get down to the basics of relationship building when it comes to discussions about social and connecting with consumers.
The payoff is a long-term and personal relationship that creates brand advocates and an emotional connection that drives influence. To achieve such an enriching relationship, communication must be relevant and have a distinct and authentic personality. So steer your efforts, and resources, to “creatively” connecting, value added content, and empowering your employees to be a part of solution.
Brands/Companies that use social beyond the campaign will reap the rewards of customer satisfaction, deeper employee loyalty, more effective knowledge sharing, improved brand reputation, lowered costs, and most importantly, increased revenues.