Loic Le Meur presented at AdTech last week and his presentation is certainly worth watching. I met with him later in the day and he repeated a few points from his speech, including the idea that social media is not about a campaign, but also his guidance to everyone involved in social media to "be as you are". In other words, be yourself and don’t try to talk like a press release or appear different online than you are in person.
For your next campaign, you should certainly think about social media. However, you should think about how your current social media efforts will spread the word of your current campaign as opposed to making your campaign social.