Possible pitfalls.

• Author: Felix, Devin
• Position: Entrepreneur Edge

Don't force it.

"You have to be authentic," says Melanie McBride, vice president of content and consumer engagement for Love Communications. "If you are trying to solicit brand ambassadors who are not really sold on your product, they'll think, 'You're just using me.'"

Don't get caught up in the numbers.

"Brands make assumptions based on how many likes and shares they get," McBride says. "They believe that's the sign of success, but they forget the people who are most engaged and active."

Remember that you can't control them.

Brand...