The leading food brands such as Starbucks, Domonis, Malibu Rum, Canadian Club Whiskey and Handrick's Gin are using various tactics to leverage Social media.  While Starbucks and Dominos are using Foursquare to offer specials, liquor brands such as Mailbu and Canadian Club are using social gifting to entice users.  The value created by social media is not fully measurable yet and a lot of business models still remain to be proved for the long term since most of it is available only to a handful of consumers.  Neverthless, something every brand manager must watch.