There is a good video presentation by Todd Blecher of Boeing on Vimeo. He references Star Wars and Obi-Wan Kenobi to showcase how Boeing evolved their social media outreach from “snoringly” boringly technical to real, authentic, interactive and (oh my gosh!!!) personal.
You have to get through some ads and sales stuff to see the video. It’s worth it to see how a highly technical BIG company grew into an effective approach to social media.