2. Describe the type of activity and content that is popular on each, and list the type of content the brand could provide that matches the social media plan’s big idea. People love to share knowledge. Look at the major social bookmarking and socialknowledge channels. What valuable information or partnerships can the brand form? What questions can the organization answer? How does knowledge- sharing fi t with the social media insight and big idea? Which users of social- bookmarking and knowledge channels match most closely with the target audience? Also take an in- depth look at podcasts. Is there an opportunity to start a brand podcast or partner with an existing program? Is the target audience actively listening to podcasts and looking for the type of insight and information the brand can deliver?