- Create platforms that your fans can build on
- Make your advocates the heroes
- Surf waves (both big and small)
- Make stories social, and to
- Test and learn
The study contains some great insights. 95% of content in their social media platforms is contributed by fans, the See Australia Facebook page's 4.1 million friends have 457 million friends and Tourism Australia tries to act as Yoda, rather than Luke Skywalker (see the study below for an explanation).