When building a platform what methods can you use to connect with your audience and provide value?  How can you determine which platform is going to be best for you?   Our guest Rusty Shelton is the Founder and CEO of Zilker Media, author of "Authority Marketing" and "Mastering the New Media Landscape" and an expert in making an impact in the new media landscape.   Rusty discusses the need for build a platform before over spending on content, how you can sort out which social media platform will serve you best, and the questions you need to ask if you are going to hire a firm to help with your social media.   When you are creating content you want it to provide value but you also need it to memorable.  Peter has some tips for making your content sticky.