Heather Mylott is a social media specialist who creates niche social networks. She considers herself an expert in content creation who studies people and follows trends. She knows how to use analytics and stats to tailor launches to customers' desires. To be successful, she believes one must create their own content, connect with customers, and understand the difference between buzz and profit. One must also effectively manage a tight-knit group rather than aiming content at masses. Testing and failing is acceptable if one learns from mistakes and empowers others.