First out is a great idea for creating buzz, and giving people something in return for creating it. http://paywithatweet.com shows some great examples on how to i.e promote a new single: http://www.paywithatweet.com/theteenagers/ Then there is http://www.flattr.com – providing a simply solution for creators to get paid for their work. Do check it out! http://flattr.com/browse/all/all/1
What do you as brand do to create better value exchange than your competitors. You need to build meaningful relationships with your customers by activating the market enabling people to create something worth sharing: http://aresonance.posterous.com/activate-the-market-its-time-to-roll-up-the-s