Five Steps to Social Currency

Great article in May 2010 (issue 145) of Fast Company titled "Five Steps to Social Currency." They discuss insightful real examples of various social media campaigns that companies like Dunkin' Donuts, Starbucks, Gillette, etc. have done. The article called the following steps the new rules of the game.

1. Advocates trump followers: "'It's about all the interesting little things that let fans engage,'[David] Tryder says."
2. Context matters: "What's important is the bonding or "social context" during consumption."
3. Not every brand should be social
4. Social tools are a means, not an end
5. Gimmicks marginalize trust: Let the product be the hero