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The trick is to go beyond feel good CSR tactics and tie this into your mission and maybe even your business model if possible.

You're talking to human beings one-to-one -- be honest and transparent, succinct and accurate and personalise all your messages accordingly.

Recent changes in law on unfair advertising practices have torn up the thoughtless spammers' charter that eroded trust and confidence in conversation in a social media setting.It has been replaced with the only viable long-term communication of targeted, respectful, considered and relevant engagement and conversation. 

The biggest benefits are in terms of increasing engagement and dialogue with the target audience. Look at Dell's 'Idea Storm' campaign for word of mouth's potential to revolutionise brand perception. Perceptions of Dell were successfully shifted from disengaged, remote and in danger of becoming irrelevant (before the campaign) to visionary, engaged, open and forward looking (after).