Today, social media is a buzz word to many brands, but to the Gatorade team at High Road it’s our way of life. A successful social media program is proactive, highly engaging and integrated. Without these elements, a brand can fall flat online.

Using a number of social channels including Twitter, Facebook and YouTube , the Gatorade team at PepsiCo challenged High Road to create a robust and highly engaged online community that was closely connected to and invested in ongoing dialogue with the Gatorade brand.

Our approach to this project reflects some of the key learnings and best practices that we apply to all our social media campaigns:

Be Proactive

Timely and ongoing interaction is how brands build deeper relationships with their audience and keep online communities wanting more. To ensure ongoing engagement, High Road develops daily triage programs to proactively monitor and identify opportunities and breaking news that we can amplify across the brand communities.

Using social media tools including Sysomos and Radian6, we define a set of keywords and refine search teams relevant to the brand and audience. Every day, we prioritize the hottest news, info and rich media to post on Facebook and Twitter.

Based on these results and understanding of relevant events, we also deliver a weekly editorial calendar of scheduled content for the week ahead.

We’re Engaged!

A regular posting schedule is the first step to increasing community engagement online.  The second, and more important factor, is the quality of content. To create an exclusive and exciting experience for Fans and Followers, we regularly focus on amplifying the unique opportunities that every brand brings to the table. For example, we recently covered a photo shoot for Gatorade Canada with MMA world champ Georges St. Pierre by posing a question to our Facebook and Twitter fans:  “If you had one question for GSP, what would it be?” The response was incredible:

One lucky Tweep had her question chosen and GSP responded via video. Asking fans to participate in the conversation is great for engagement levels (having a Canadian MMA hero help out didn’t hurt either) and it positions your brand as a gateway to a special experience.

Don’t Hate, Integrate

A social media strategy is most powerful when it runs seamlessly across all marketing communications initiatives.  An ongoing element of a successful social media strategy is working closely with other agency partners to ensure all marketing initiatives either include or are amplified by social media.

Each step of the way, we are cross pollinating updates on all social media channels, increasing brand visibility and thought leadership online.

Tried, Tested, True

The only way to become a social media star and understand what really resonates with an online community is to measure response and engagement to content and continue to iterate based on these results. We develop detailed reports that highlight insights into social media “wins,” opportunities and benchmarks for future success.

Developing a strong and engaging social media strategy isn’t rocket science, but it does require attention and commitment.  Come join the Gatorade Canada conversation on Twitter, Facebook and YouTube!

Mia’s most recent column featured Bunner’s Bakeshop – a gluten-free, vegan bakery recently opened by Ashley Wittig and Kevin MacAllister in Toronto’s Junction neighbourhood.

What started as a pipe dream has since become an very successful small business. After leaving her job in September 2009, Wittig quickly started catering and appearing at local farmer’s markets, trying to get the word out about her unique brand.

Mia writes: “By last summer, Bunner’s already had a loyal following on various social networking sites, so the two young entrepreneurs decided to take their online marketing one step further: They added their information to Veg.ca, the Toronto Vegetarian Association’s food directory. From there, business really took off.”

“We were getting three or four calls a day,” Wittig recalls. “So we asked ourselves, ‘What are we doing this for if we’re not going to open up a place?’ ”

On Dec. 11, just a little over a year after Wittig left her job, she and MacAllister opened up their retail shop.

“It went gangbusters after that,” Wittig says. “All of a sudden, people were blogging about us like crazy, and blogTO named us the No. 1 best new bakery opened in 2010.”

Mia writes: “They may be new to running a business, but Wittig and MacAllister made some very smart decisions from the outset. Bunner’s has both a strong online and offline presence, participating in social networking and in-person community events. The shop promotes its products through placement in two other high-end coffee shops, and engages with bloggers and the media alike. Wittig also positions herself as a thought leader about vegan and gluten-free cooking and baking – a great benefit to the Bunner’s brand.”

“Wittig and MacAllister are inspiring,” Mia continues. “It is so important for Canada’s young people to continue to push boundaries and innovate in the work they do. Sure, Wittig might have been nervous to pull the safety net and start her own company, but she didn’t let that stop her.”

“Even though I was nervous, I always knew it was a great idea,” Wittig says. “For anyone opening up a business, I’d say that if you think there is a need for it, and if you’re looking around and there’s nothing like it, it’s probably a good idea.”

“You just need to take that chance.”

Check out Mia’s column every Thursday in the Globe and Mail’s Report on Business.

Just in time for the rush of consumers looking to stock their pantries with gourmet goodies, Whole Foods Market held a media event to showcase what’s in-store for the holiday season as well as give back to the community. A group of local food bloggers were invited to the store’s first annual holiday scavenger hunt where they donned their runners and competitive spirit for a race around the store to collect everything on their “shopping list.” (Think of the 90s TV game show “Supermarket Sweep” but without the bad hair.)

Not only did the winner get major bragging rights, Whole Foods donated a thousand dollars worth of food to the Vancouver Food Bank in the winning blogger’s name.

Armed with personalized shopping baskets and grocery lists, the participants scoured the aisles for everything from Lesley Stowe’s raincoast crisps to 365 Cookie Crumble Truffles. It’s not surprising the competition heated up on Twitter:

vanfoodster Chances to win maybe challenging, there are 11 competitors in #WFHolidayHunt @wholefoodsvan about 18 hours ago via Twitter for iPhone

followmefoodie About to get ready for intense competitive grocery store shopping w/Van’s fav foodies @Whole_Foods_Van #WFholidayhunt about 18 hours ago via txt

erin_ireland Is it safe to say that anyone wearing anything but runners to #wfholidayhunt is not a competitive threat? http://yfrog.com/7bno20j about 18 hours ago via Twitter for iPhone

Thanks to some VERY helpful Whole Foods Market team members, we had a winner in just less than 10 minutes!

goodlifevan Damn that @erin_ireland she reads the labels way better! Hats off! ) #wfholidayhunt @Whole_Foods_Van about 17 hours ago via ÜberTwitter

followmefoodie Aww boo! I came 4th in the grocery store hunt! @Whole_Foods_Van #WFholidayhunt about 17 hours ago via txt

As the winner of the holiday scavenger hunt, local food blogger and TV personality, Erin Ireland won the opportunity to donate a cart full of food to the Vancouver Food Bank in her name.

Following the hunt, media were treated to a sampling of prepared food items and gourmet treats presented by Whole Foods Market team members and everyone spent the afternoon mixing, mingling and proposing challenges for next year.

The #WFHolidayHunt hashtag trended in Vancouver on Twitter that day and the event resulted in numerous blog posts, radio and webisode mentions. Several media even referred to the holiday scavenger hunt as “one of the most entertaining media events they went to this year”. The High Road team is already being bribed for 2011 invites.