This article is part of SWOT Team, a new series on Mashable that features insights from leaders in marketing, brand-building and public relations.
We often hear that success in social media lies in empowering consumers to create content about your brand.
But as marketers, we typically view giving up control as incredibly risky. What if someone says something bad about my brand? How will we recover from that?
Fortunately, you don’t have to go all in and risk the farm on day one. From working with hundreds of retailers at Polyvore, we have identified some best practices for brands interested in building a more engaged and passionate community. Here are three simple strategies to get you started on the path to success: Read more…