Rather, your social media presence must be a collaboration between your marketing strategists and your young social media staffers.

FORBES: Strategy, The One "Do" Amidst the Don'ts -- Wrapping Up "The 10 Don'ts of Corporate Social Media" Series

To win in China, marketing strategists must have a rigorous, fact-based process for making decisions about expansion opportunities, targeted consumer segments, and go-to-market models.

FORBES: Unlocking China's Consumer Power

The trick is to build a whole marketing strategy around the sponsorship - and that can become an expensive business as Greg Daniel, chief executive of Marketing Strategists "Issues and Images" explains.

BBC: Sport sponsor's Aussie success