“A new genre of social producers are taking aim at developing content strategies that are not only consumable, they’re shareable, actionable and act as catalysts or sparks for relevant conversations…. [Unlike] traditional content creators … they begin with the social outcomes they wish to see and reverse engineer content strategies to enliven them. They understand the relationship between cause and effect and they bake-in conversation starters related to an integrated and business-focused strategy … And the desired outcomes combined with the social effect they aim to trigger is then evaluated network by network.”