Blurring the Lines of the Digital World and Real World

A great post on Mashable yesterday from Daniel Stein got me thinking about the blurred lines of the digital world and real world and how it relates to businesses without consumer products or several places to check in on Foursquare.

In the article, Stein offers suggestions for taking social media initiatives to the next level by “looking at new ways to mobilize your social media audiences to take action in the real world.”

I agree these methods are inventive and the results can be impressive, however, I still believe it is all in the initial interactions. If you build strong relationships with your consumers, they will want to be active in the real world for you. Maybe a service company could offer something tangible to the person who interacts the most or makes the best contribution. Other suggestions?

How should smaller companies translate social media interaction into tangible in person results?