This is a great article by Jack Hadley of My Social Practice about discovering your team’s quirky passions to drive engagement with your audience through social media. It references the book “The Impact Equation” which is an excellent read as well.
Here’s a link to the article: http://mysocialpractice.com/2012/12/dental-social-media-personality-power/
When you click on the link, scroll down through the story about April who is Dr. Cranston’s alligator hunting Hygienist and then on to comments and good will generated for Cranford Dental. These folks are doing social media right.