The following is an interesting article on 50 Ways Marketers Can use Social Media to Improve Their Marketing at:
http://www.chrisbrogan.com/50-ways-marketers-can-use-social-media-to-improve-their-marketing/
http://www.chrisbrogan.com/50-ways-marketers-can-use-social-media-to-improve-their-marketing/
The list includes some interesting ways to get your organisation noticed and some practical ways to use social software to do this.