We all know the brands that count, and getting there is no picnic. It requires consistent hard work, prioritising shareable content and a real understanding of the target audience. Yes, it’s a popularity contest but no, it’s not a gamble - although it can look that way to those who don’t have social media support. But it’s worth it because it builds brand, turns customers into ambassadors and increases your initial exposure at no extra cost to you. Once you establish authority you can easily talk to your fans about products or launches, ideas or activities and they take that stuff and run with it, because they are hanging on your every word - literally.