Social media can be used to build audiences and generate revenue through both direct and indirect means. Indirect revenue comes from using social media to engage users and build loyalty and traffic to a site. Direct revenue involves monetizing user content through advertising or selling directly to users. Effective engagement strategies leverage social networks, live blogging, crowdsourcing, and offline communities to foster interaction and committed audiences. This user data and engagement can then be used to target advertising or sponsorships for direct monetization.