Ramsey says that advertisers have four key ways to leverage the power of social networks, each with varying degrees of control and various benefits (culling data, finding new keywords to purchase,
etc.)
- look, listen, lounge and learn
- advertise on big social networking portals
- invite consumers to embed your brand on their profile (widgets - YAY!)
- build
your own social network
But the best and most safe way is to incorporate user gen content like recommendations/reviews to enhance your site and brand.