“Let’s make a viral video!” is not a strategy. Cultivating a community for ongoing conversation is the real key to the success of brands online. YouTube has developed and evangelized the Hero, Hub, Help content strategy for their own platform, but the framework can (and should) be adopted across Facebook, Twitter, Instagram, and beyond. In this talk Brendan Gahan will show how brands like Nike and GoPro use Hero, Hub, Help to grow their own social media footprint and explain the strategy’s underlying principles, so that others can apply it effectively across platforms.