The first step in social networking is to provide users with the tools to self-identify and self-select into groups. The next step is to cultivate the groups' existence and fortify it with people that influence the group's direction and purpose. These are the keys to a sustainable group that can work together to accomplish self-directed goals. But who are these people? How do we identify and develop leaders? Who will keep the organization relevant and rich in terms of membership and support? Learn how social networking tools are providing user data on an unprecedented scale and how to combine it with your organizations' current in-house database of member information. Walk away from this session ready to make a plan for identifying which data to collect, how to collect it, and what you will do with it to help your organization stay healthy and wealthy.