Nice use of conversational media by JC Penney. One thing we preach to clients when dipping their toes in the social networking waters is: ideas matter. Not very many people (Anyone? Anyone? Buehler?) are likely to engage with a retailing giant for the sheer joy of it. But they will join up if there is a good reason.

On the web that usually means great content, but it also can mean hanging out with like-minded friends, live events or sometimes just to see silly stuff.

You can find some more ideas here.