Ford Motor and Levi Strauss are among the marketers that are centering their marketing and promotions around a social-media component. Ford is promoting its subcompact Fiesta through the efforts of 100 bloggers who are driving the vehicle, while Levi's is in the midst of a major social-networking push. Levi's director of digital marketing Megan O'Connor said: "It was an easy call. This is where our customers are."

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