The campaign method applied to social media
Real CEOs know real customers

Use everyday conversations to strengthen community

I recommend reading the entire article for tips on strengthening communitities and culture. 

Sanders Says: Always Build Community, 2011-March-11, by Tim Sanders

Focus on the Why, not the What. Talk about the purpose behind our efforts, either at work or in transit. By placing vision or cause at the center of the table, we naturally organize people around a shared vision or mutually desired outcome. It dissolves barriers and creates a unity of thinking.