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Gary Vaynerchuk is a social media maverick who engages people online in a big way.
... If you know that they're coming, you can be prepared. Here's a geekier example: I knew twerking was going to be huge way before Miley did it, because all the kids on Vine had been doing it for months. So if you're lucky enough to play in the emerging playgrounds where this stuff is starting, you're going to have a clear advantage when it comes to targeting a customer 18 months away. If you lived in Brooklyn and the Bronx in '83, you knew hip-hop was coming. If you lived in Seattle in '90, you knew grunge was coming.
It's all about putting yourself - physically or digitally - in the places where things are happening early. Then it's about deciding whether the time is right ("is it at scale?"). Then you create it. And then it's really a matter of respecting the audience. Just because you know where they are doesn't mean you can go and spam a particular sub-Reddit, or start commenting the hell out of a celebrity Viner. You have to build equity....
Larger than life business advice from Gary V.