More than anything, she suggests listening to the audience. By listening, she means not only eliciting their views but keeping track of their activities. Her tips:
1. Follow key influencers in the field, but use good judgment so as not to seem stalking.
2. Read what they read, use newsfeeds and even create social bookmarks on a site with a new persona.
3. Understand how those influencers exchange information.
"Understanding your social audience and beginning to think as they think will give you a tremendous competitive advantage and save you a ton of time and effort," she says.