Sonos‘ multi-room music system is going social. With its latest update, the Sonos System Software 3.1 is being beta tested for Twitter integration. For the Sonos Controller 200, users will be able to share their name and artist of the track they’re currently listening to on their Twitter feed. They will also be able to add their own comments with these tweets. In addition to support for the Sonos Controller 200, the Twitter integration will also be available for the iPhone and Mac/PC Controllers later this year to all Sonos customers around the world.

Similar to what blip.fm did with its Twitter integration, Sonos is looking to bring a little user-generated marketing to its overall product. Prior to the Twitter integration, Sonos’ social aspects were passive and indirect, limiting the way in which users could offer basic recommendations to others, and spread the Sonos brand name across their social graphs.

While blip.fm was automatic in tweeting users’ listening behavior, Sonos is opt-in for every tweet that goes through its system. This is good for Sonos to start out with, for a few reasons. For starters, the Twitterverse is getting pretty crowded with automatic tweets being run through third parties looking to market their products and services. Additionally, Sonos isn’t a social web-oriented product so a good portion of its customers won’t need constant Twitter updates and the cross-over between a home music system and Twitter should be slowly implemented.

Such cross-over is something we’ll see a great deal of as products and brands that don’t necessarily have a large social web presence will find new and indirect ways of weaseling their way into their customers’ social graphs. Verizon and Comcast are both working towards this with some of their new home systems, introducing a universal opportunity for multimedia control. This removes the necessity for a customer to be explicitly tied to a PC or a mobile phone in order to incorporate their offline experiences into their online realm, presenting a great deal of marketing capabilities to the brands involved.

Whether or not Twitter will remain the ideal channel for this type of marketing remains to be seen, because a lot of brands are picking up on the fact that Twitter can be quite effective as a broadcasting and advertising mechanism. We’ll eventually need to see some further delineation amongst Twitter users, brands, and marketing as content becomes more specific to various interests and the necessity to parse out the particulars of the onslaught of information becomes unavoidable.