Social media is an invaluable tool for creating brand-centric online communities. Utilization of core engagement principles can be translated across multiple platforms. Recognizing, nurturing and engaging your members will open channels of authentic conversation that will amp up the volume of online communities of any size. By structuring your social media strategy with your eye on the encore, you'll bring down the house by leveraging your online reach into real-life customer conversions. Presented at Social Media Rockstar 3 in Green Bay, WI on 5/22/13.