Maurizio Alberti discusses how brands can create engagement and loyalty through multichannel communications and social media. He outlines a lifecycle strategy that begins with driving fans on social media to register on a brand's email list, then engaging those fans across multiple channels like email, social media, and user-generated content to strengthen the relationship between the brand and customers. The goal is to establish feedback loops across channels like using Twitter to drive people to sign up for emails or sharing content on social media to bring people back to the brand's website.