The document discusses strategies for brands to get their content shared online. It notes that the content that ranks best in search engines is content that people like and trust. It recommends that brands amplify relevant, fresh content to get better rankings than old content. The document also discusses the need to target individuals rather than platforms with engaging content that creates opportunities for further data collection. It provides an example of how Sony Mobile was able to increase brand perceptions and drive traffic to its site through a campaign on the Xperia Studio using engaging branded content. The key is moving beyond traditional advertising to community management and creating, curating, and instigating the spread of content.