A strategy for developing appropriate content is designed to ensure effective and efficient participation in identified communities. Theory related to new media is applied, ensuring social tenets such as “transparency,” “authenticity,” and “value” are prominently reflected. New content is based on existing collateral that is modified appropriately and repurposed for use in new media. A schedule is developed for each social media platform to ensure proper frequency, pacing and cross-posting. New media-appropriate content is drafted. With client input and approval, content is posted across all relevant networks.