Clara Shih said banks can use Twitter to promote special offers, improve customer services and build relationships for financial advisors.

FORBES: Banks Lag Behind Government When it Comes to Social Media

In addition to the interactive online map of results, 7-Eleven is using its website, Twitter feed and Facebook page to keep customers up-to-date on the results, promote special related offers, etc.

FORBES: Did 7-Eleven Take A Risk By Mixing Customers with Coffee and Politics?

Some technology vendors are using social media such as Twitter to promote products and special offers to end users and generate leads for partners.

FORBES: Social Media's Evolving Impact On How Businesses Buy Tech