Zappos, the online retailer, is another great example of utilizing the correct design of an “ask” to engage people in their mission to deliver not only clothing and shoes, but happiness too. Zappos, known for its consumer-centric business model and lively corporate atmosphere, is committed to creating a company that is always in close contact with its customers.

With active Twitter, Facebook, and YouTube pages, Zappos encourages people to share their opinions, feedback, and – you got it – stories.  Have a story about how you’ve delivered happiness at your own company? Head over to CEO Tony Hseih’s website and share it; they’ll add it to their storybank of people around the country who are “delivering happiness” in their own lives.

Tony Hsieh forces all of his employees to tweet because he understands the strength of this tool for both his customers and employees. Making all employees “brand ambassadors” makes them feel that they have uniquely contributed to the company and thus are happier and more satisfied with their work.

Zappos is also one of the first companies to use Twitter to cultivate relationships with its customers, by offering personalized and relatable updates through the micro-blogging platform. The relationships cultivated, and the candor that Zappos displayed by connecting directly with their customers, really paid off; the company received numerous e-mails from customers explaining that, “I decided to buy from Zappos today because I follow you on Twitter.  I feel like I know you.”

Thus, social media became a platform through which Zappos customers and employees alike could spread stories, and ultimately happiness, to the each other — one tweet at a time.