For businesses, there are a couple of main ways to use social media for marketing purposes. One is to simply use the tools to get permission from fans and followers to feed out information and links, generally driving traffic back to your main site.

The other way is to engage with consumers and the public to use social media for something which could in theory benefit all parties, and boost the market the business operates in.

One example of the feed approach is Dell Outlet, which essentially streams details of the latest Dell offers onto Twitter. Followers interested in buying a Dell can opt-in to receive those messages.

An example of attempting to build value for the business, the public, and the market as a whole is a campaign starting today by building company Rok. Rather than feeding out information, the company is promoting a campaign to reduce VAT on property repair work from 17.5% to 15%. Obviously that has a benefit for any building company, including Rok, but it could also benefit the general public who might be encouraged to improve their current lodgings rather than risking more debt by constantly moving.

And they’re using the main routes for a campaign like this – there’s a campaign on the Downing Street petitions website, there’s a blog , a Twitter profile, a Facebook page, and the most interesting aspect in reaching people who might be useful networkers for the campaign, a Linked In group.

Neither route is wrong for a business – Dell Outlet has made direct revenue for Dell, and as an Opt In To Follow option, only those people interested will be receiving the messages, and they can opt out anytime – plus it’s surrounded by other Twitter and social media accounts and efforts which take a more mutually beneficial approach. And it’s that mutually beneficial approach, as used by Rok, which seems to be the growing future of marketing campaigns (As opposed to marketing which is built into the product itself). It’s quick, it’s easy, and it has benefits for the company concerned, the public, and potentially other groups and organisations could also come out in support to build awareness. The question is whether the Government is in a position to listen and act on the growing volume of direct contacts from the nation?