This is a super-immersive, amazing idea to get a whole community involved in a book! The Toronto Public Library held an alternate reality game to get people involved with Fahrenheit 451 - click through to read how! "Toronto Public Library Enters Alternate Reality (Gaming)" -- Library Journal
If you're feeling ambitious, an ARG (Alternate Reality Game) might be something to try. It is a way of incorporating a large variety of media into a single program (including--maybe especially--social media). This particular website is more ARG news-oriented, so I would recommend taking a look at the resources compiled for NJLA in 2011 (which will, of course, turn up in a quick Google search for "NJLA 2011 ARG").
Alternate reality games offer several educational advantages related to Web literacy and gaming. The collaborative nature of gameplay encourages teamwork and interpersonal skills, both for face-to-face and distance groups. ARGs teach a strong skepticism of digital information, based on the foundations of gameplay in puzzles and close examination of courses.