Social Media for manufacturers can be tricky. Many are trying it out with the "Broccoli Mentality" - "I don't really like it, but I'm eating it because I've heard it's good for me."
But Social Media - whether it's Twitter, or Facebook, your own Web site/Blog, other Blogs, Forums - only work if you accept that you have to be social. Gone are the days of trumpeting a message to the masses and watching the lemmings come shuffling in the door. Conversations are important, and they lead to deeper exchanges. Just like relationships.