How to do social media?

I've been pondering it for quite a while. I setup with Facebook and Twitter years ago but it never did much because I could not figure out how to work it. Lately I have come to see that social is best used not as a sales tool but as a way to build brand recognition.

Then I realized I have a lot of G-rated interviews with our models that make a perfect fit for social media brand building. Has anybody tried such a thing?