Too often, people forget the "social" part of "social media." It's not another broadcast medium, it's an opportunity to involve people.

At a "Rocky Horror Picture Show" showing, you'll see people in various roles. Some are up on stage, in costume, lip-syncing lines and dancing around. Some judge costume contests. The majority of the people are in the audience, some of them in costume, many of them throwing props around, singing along, and shouting riffs at the screen. But unlike almost any other theatrical experience, everybody at a "Rocky Horror" show contributes to everybody else's experience.

So, to put this in a social media context, those people up on stage would be your "influencers." But they wouldn't really have anyone to "influence" if it weren't for the audience present - people to spread the message, respond to it, reshape it. Everyone is valuable, but they play different roles. Check out this infographic and white paper on social influencers to see where the different people in your audience fit in, and how best to engage them.

2. "Let's do the Time Warp again!"