Adweek’s Social Times: Marketers are always looking for ways to extend the conversation between brand and consumer. That’s what we’re paid to do. Too often though, we think in narrow terms about how to generate brand advocacy online. But, for brands to make a true impact with social media, there first needs to be an offline interaction that resonates loudly with people … and one that ideally gets shared online. Experiential advertising is one way for brands to use offline engagements to spur online conversations. Civitas Now’s Jacob Taylor discussed three ways a brand can leverage these types of real-world activations to make a social media splash.