A Fast Track to Social Success

Finally, create a story and/or press release for this targeted community featuring your new products, such as “10 Great New Gifts for the Diver on Your List.” Post it on your Web site as well.

2. Invite participation on your Web site. There are many ways to create a dialogue with your market. Consider product reviews or forums. Encourage other consumer-generated content. The underwater camera site might invite divers to send their best pictures. Each week these could be sorted and judged by visitors. And the top choices could be turned into a video that could be posted on YouTube and Flickr.