Number 10 will be creating a microsite to cover the PM's tour of the USA. They will be blogging and uploading images plus Twittering. A great way to keep the public and media informed (Note: Research has shown that journalists use blogs etc to get leads for stories)

What could be the business applications for an integrated social media campaign:

• Product 'roadshow' travelling from location to location across Europe with regular updates via blogs, Twitter and podcasts
• Trade shows - daily social news reports including video and audio interviews with customers on the stand
• Senior management employee updates especially where workforce is geographically or time zone based (think NHS - 24 hours/365 - would managers ever be able to see all employees 'face-to-face') 
• Board meeting news reports (now just what does senior management get up to?  Note: I remember a video from circa 1987 of all the US senior Lotus managers in a board meetinmg trying to figure out how to adjust the brand new boardroom chairs. Some of the best brains struggling to read and follow the instructions. I wonder where that ever went? As we were under a critical spotlight at the time - who remembers Vaporware? - it may have made us seem more human at the time or opened us to more mirth in the media.)

I am sure there are lots more practical examples that would apply to your own organisations.