While interesting and quality content is paramount to the success of a strong community, the content has to be structured to the tastes of the audience and the composition of the audience profiles within the brand’s community. Further, the content strategy should differ across different social platforms. Given the wide range of social media platforms out there, each offering different utility, a one-size-fits-all approach is not the best way to maximize social media impact. Also, different social media platforms serve best to meet varied business objectives. For instance, Pinterest, with its rich media and display based communication mechanism, is best suited for brand messaging and propagation. Twitter, being a micro-blogging platform is best suited for customer service and grievance redressal. LinkedIn, on the other hand, can be used efficiently for employer branding, product/service feature dissemination, etc. YouTube, being a video-centric platform that it is, can be used for building viral content, educational content and content that is brand heavy. YouTube brand channels are used to drive contests, promote brand uptake by way of consumer generated content, run polls, besides being a repository for showcasing television commercials, management speak, etc. Digital Frontier helps in drawing up strategies to effectively leverage social media touch points and in deriving mileage from cross platform social integration.