Create a Community

These days there's a social networking Web site for just about every interest group from green living and activism (Care2) to dating and even flirting (Flirtomatic). Many major corporations are getting into the act as well, including Coca-Cola (My Coke), Carnival Cruise Lines (Carnival Connections) and Anheuser-Busch (Clink).

The key to any successful social networking initiative is to convert online activity into offline actions — and that's something all the aforementioned sites do. They not only form and nurture communities, but create promotions that community members can participate in.

Early this year Anheuser-Busch launched Clink, a promotion that gives brew drinkers the chance to connect and share their favorite beer experiences via photos posted to a networking site. Contests have been held throughout the year and users asked to vote on their favorite photographs, with the highest ranking photo chosen as the winner.

In similar fashion, Patrán Spirits has introduced the Patrán Social Club, a members-only site where visitors can read about their favorite tequilas and debate the merits of various cultural topics (Cosmo or Rita?) online at simplyperfect.com. Answer a few questions and you can receive targeted information about sweepstakes, special events and select Patrán products.

Do you have to do all these things to have a successful brand? Certainly not. But do even two or three and you'll gain even more from your best customers than sales: You'll earn their loyalty.

What's more, there's a real chance they won't just use your product or service, they'll talk about it — and so bring in even more good customers.