This document discusses strategies for scaling social engagement through community building. It emphasizes understanding customer needs, developing strong partnerships, and keeping customers engaged in conversation. Specific tactics mentioned include creating sharable content, reinforcing that the customer comes first, providing regular engagement, tracking metrics, partnering with credible organizations, hosting social events like Twitter parties, engaging customers emotionally, recognizing influencers, allowing customer conversations, and activating power users. The goal is to use community to increase engagement, impressions, and positively impact business metrics like sales.