#3 Work on the basics. Begin your S.M.O. strategy with content you already have In-house Platform Flickr Youtube Third parties Wikipedia SMO (Social Media Optimization) Allows people to find your brand in other places (Flickr for photos, Youtube for videos, or any local platforms) when surfing the web. This also offers the chance to discover another side of the brand and to avoid “squatted” or “irrelevant” UGC or competitor-created content. On Wikipedia make sure the existing definition is precise and improve it (if necessary) while respecting Wikipedia’s rules. You might also want to check the online presence of your managers, products/services.