SUMMARY: Your products likely serve an array of micro-niches in the market. Since the Web gives every obscure interest group a place to meet, you can find these groups online, engage the most influential members, and get them interested in your products.
GNC is taking that approach. The retailer's director of social media finds influencers in a variety of niches and earns their support through conversation and free samples. See how his team uses influencer feedback to improve products and marketing, and how it estimates their impact on sales.