From Debbie Weil :
Look at the mock-up below of a typical Amazon product page (this one for an iPod) and you'll get an idea of what social media looks like on a Web page. The schematic was created by Web designer and writer Joshua Porter. Shows 16 different ways that Amazon is including links to other related content, much of it created by users. [via Brian Oberkirch]
Of course - lets not forget its about creating great products or services that people actually WANT to talk about.