Here's an interesting idea from the Indianapolis Colts and the team's new social networking initiative:

They've created an "AT&T Fan Photo Gallery" and ask Colts fans to post a photo of themselves showing "Colts pride" at each home game.

The AT&T sponsor connection, of course, is that they want people to use their camera phones to send in the pics from the game.

Best photo as selected by the Colts gets: a phone call from a Colts player!

OK, personally that doesn't do much for me, but if you're a serious enough fan to participate in the Colts social network, you'll probably think that's way cool.

This is a great example of an organization with a passionate customer base utilizing its celebrities to interact with its enthusiasts. We've noticed how powerful that can be on our homegrown sites like YourClimbing.com, which has as "enthusiast-in-chief" Katie Brown, a famous pro climber and former world champion. Folks on that site seem to really love that they have the chance to interact with a climbing celebrity.

So if you've got some celebrity star-power in your organization, get those people involved in your social media initiatives!