For those of you struggling with what social media can do, here's a wonderful proof of concept.
This parody of West Side Story (and social media) was designed and distributed to enact, rather than show, how social media functions, its impact on those who participate, and how to market its producers at the same time.
You want to see how fast and widely it spread? Do a search for comments on Twitter. See how many hits it got that instigated public endorsement.