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David Spark ( @dspark ) is the founder of Spark Media Solutions , specialists in building industry voice through storytelling and social media. He blogs at The Spark Minute and is the author of " 14 Successful Techniques for Building Your Industry Voice with Social Media " (PDF). Traditionally, companies hold contests to get people excited about their brand and to gather names for mailing lists to push even more promotions. Now that social media is in vogue, there's no reason to limit a content submission to just a one-way promotional mailing list.