The document provides tips for building an industry voice through social media. It suggests asking who isn't being reached and if the company story is being communicated. It also advises focusing on content over social media alone and converting potential buyers into word-of-mouth advertisers. Riding current events and connecting brands to your own are also recommended.

1. Building your industry voice with social media By David Spark, Founder, Spark Media Solutions http://sparkmediasolutions.com Blog: http://sparkminute.com [email_address] http://twitter.com/dspark

2. David Spark Founder Spark Media Solutions David Lucatch CEO Intertainment Media

5. Ask yourself

6. Who aren’t you reaching?

7. Are you communicating your company story?

8. What communications need to change in the next six weeks?

14. “ What’s the ROI of your receptionist? What’s the ROI of your parking? What’s the ROI of the paint on the walls? What’s the ROI of the landscapers? The idea that everything has to come back to a measurable ROI is ludicrous.” - David Meerman Scott, author of The New Rules of Marketing and PR

22. Ride current hot news and cultural memes

24. Connect an existing brand or talent to your brand

28. Focus on content, not social media

31. Convert potential buyers into a word-of-mouth advertising network

39. Take care of your best resource, super users

41. The community is the best help desk

42. Customer’s perception of what they get must be greater than what they give

44. Own more real estate

48. Do the opposite of what everyone else is doing

49. Photo thanks: To Flickr users : ElyceFeliz LisaBrewster SteveGarfield LeoReynolds Cambodia4kidsorg EwanMcIntosh MattHamm BirgerKing MichaelHaslam Burningpaper Susan NYC

50. What’s working? What’s not working? What needs to change?