While social media (twitter, facebook, etc.) receives a lot of mainstream media attention, social media is essentially irrelevant to the security market. While it may improve, I think it will be a slow and long process.
Integrator Goes Tweeting
To that end, Johnson Control's Twitter Contest does not look promising. JCI wants you to read their blog, get 4 keywords over 4 weeks and then 'tweet' those keywords to JCI's twitter account on September 21st. All to win $100 USD.
This is too much to ask for too few people who use social media. [Note: I see the irony that I found this on Twitter and am now sharing it here. However, this is the exception rather than the rule of social media use in the security market.]
If you are not using social media, you are not missing out on much (at least for security topics). If you are considering using social media for security, set your expectations low.