Robert Pratten is working on the two key questions that a storyteller (narrative designer?, transmedia producer?) must address in building an audience for a story: Discovery and Advocacy.
Discovery = How does the audience know you exist?
Advocacy - How do I leverage my fans - getting the existing audience to share their awareness of my story with others?
Robert's Dec. 2nd, 2011 post will help you to break the work of building a New World story (a story that will spread via social media etc.) into its component parts:
"What social actions and conversations do I want to stimulate?
How do I want to engage the audience to produce these social actions?
What storyworld knowledge will they need to engage in this way?
Which characters/locations/things hold this knowledge and how/when will it be revealed? (i.e. the character conflicts & events plus audience interaction with the characters/locations/things)
What’s the impact on the audience when the knowledge it is revealed?
How can I empower the audience and leverage the momentum from the revelation?"