We are all members of the social communities we engage with, whether they are communities of friends, industry peers or the brands we love. Some of us are also the architects and conductors creating and building these communities.

For those of you working with brands day to day it's your job to create the bridges between the company and it's customers, stakeholders and social audience. You're the key influence opening up gateways to traffic on both sides. In a way you're the key to the quality of engagement both sides have, you make the introductions and you influence the nature of the conversations and the stories shared as the conductor. 

This notion of Bridge Building is one I play with constantly in my thinking. How can I make it as easy and entertaining as possible for these dynamic groups to share, engage and talk to each other in the social space, on and offline. 

It takes so much more than understanding the tools and popular networks to inspire change and build long term meaningful relationships. Especially knowing that what works today is probably not the formula for tomorrow. 

Our position must be to find and friend those influencer's and compel them to promote the desired change among those around them.

Working in the social space with digital media, I'd be keen to hear your thoughts on what you consider your position to be and what your role is in defining how these relationships develop...