Our approach to social marketing is based on implementing best practices to maximize social media platforms, leverage innovative social tools and access un-owned communities of interest through organic, paid and influencer tactics. We use social listening tools to ensure we know who the audience is, where they are active and what they are talking about as well as to gather competitive intelligence. The influence of peer-to-peer networks as it relates to human behaviors and how information is shared is critical to understand before developing the social media strategy. We take this knowledge and combine social marketing with analytics to build optimized campaigns to reach customers. Whether the focus is to reach an existing community, create a new one, accelerate message distribution or measure market sentiment, our goal is to empower brands to activate their most important communities of interest and we architect all digital content to encourage sharing, accessibility and feedback.