Identify the communities and content providers that already engage your target audience,
and invite them to co-create your social marketing plan.
Deploy a content and live event experience with community partners that is relevant to their interests.
Augment reach through web and mobile-based social media efforts.
Build in an opportunity for your biggest fans to advocate on your behalf, by direct WOM referrals,
and in person trials and experiences.
Commit to continuous research efforts, and prepare to follow the lead of your consumer as you measure,
iterate, refine, and grow your audience in partnership with your strongest advocates.