This document discusses how to successfully build a brand presence on social networks. It argues that focusing only on social networks is not enough - brands must also focus on cultural networks and organizational networks. To be successful, brands need cultural relevancy through compelling narratives that spread from person to person. They also need an inherently social organizational culture where employees act as brand ambassadors. The document provides examples like Zappos, Starbucks, and Coca-Cola to illustrate how brands can transmit cultural ideas through both organizational practices and original content production. It concludes that assessing cultural context and organizational dynamics is now as important as traditional marketing skills for agencies and consultants working with brands on social networks.