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As a first step in creating this online community, Fearless needs to sponsor more contests for customers, where the winner gets a free year's supply of all the Fearless Chocolate they want (limit of 250 lbs.) and a free trip to Berkeley, California to see the manufacturing of chocolate. Berkeley is just across from San Francisco, so giving a free week in that city would be a very big motivator for people to produce entries. This contest would be entirely hosted on YouTube with links to the Fearless site, showing every uploaded video entry. Having a contest like this brings the voice of the Fearless customer into the very center of their social media strategy and also sets the foundation of a highly effective virtual community. User-generated content is especially powerful in getting potential customers to see how they are part of the broader customer base, seeing how others like them are using the products shown (Andrew, Fischer, Yongjian, 2012). For Fearless this will also break down the barriers to having customers share more information, thereby creating a more effective dialogue than they are having today. The essence of any effective branding strategy is the embedding of messaging in social networks that support and strengthen the overall customer experiences a given product or service is attempting to convey (Zaglia, 2013). The YouTube Video Contest, with the grand prize being a trip to San Francisco and Berkeley, in addition to a year's supply of chocolate, will generate tens of thousands of entries, create a very strong dialogue between the company and its customers.

Pinterest is one of the most rapidly-growing social networking sites for sharing images, and is being used widely by consumer brands to further engage with prospects and customers. Fearless is a natural fit for Pinterest, and needs to also sponsor a recipe contest on this site, where customers are asked to provide pictures and recipe instructions of what they make from the company's chocolates. The first prize could also be a trip to an Francisco and tour of the factory, in addition to attendance at a local cooing school in the city, which is known for its excellence in culinary arts. This would again bring the voice of the customer directly into the social media efforts, initiate and sustain very strong level of communication with them and best of all, bring visual imagery showing customers' commitment to the brand. What Fearless needs to do is create a very strong connection with customers where their stories come out in social media, and the majority of traffic on social media is about them. Fearless will succeed by making customers the rock stars of their social media efforts.

In terms of Facebook, the company continues to rely on this social network for promoting advertising and engaging in limited conversations with customers. What' needed on Facebook is a much more interactive approach to communicating with and connecting with customers. The company recently hosted a