. . . To attract attention from celebrities to tastemakers to giant brands, it helps to have a highly engaged user base. That means you’ll need to amass a sizeable following on social-media sites. Larry Chiagouris, a professor of marketing at Pace University’s Lubin School Business, calls this a well-developed social-media ecosystem. “The more developed it is, the more interesting the larger brand will find the opportunity and the more likely the bigger brand will engage in the smaller opportunity,” he says. “Brands get hundreds of opportunities like this, so you have to come from a position of strength.”
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