Most corporations are backing into developing a social media presence just because it’s being demanded by their managements when they read the headline: 93% of Americans want Companies to have presence on Social Media Sites.

Valleywag notes the social media manager at GM admits she doesn’t quite see the ROI of social media-izing their cars:

“It’s hard to put a specific dollar value on this, but it’s something we have to do,” said Natalie Johnson, GM (NYSE: GM)’s social media manager

From GM Set to Relaunch Social Media Site – Information Week

All the bells and whistles of a social network – including wikis, videos and podcasts – for a small group of social media oriented GM car owners…

A mom’s social network devoted to bleach!

Yes, lots of folks comment on the utility of kitty litter! (h/t ReadWriteWeb)

And in July,  Mashable published a list of 35 more corporate social media – oriented sites with varying degrees of creativity and utility.

Related article: Social software projects often fail without purpose