Some retail and consumer brands now have more than one million “fans” and “followers” via social networks such as Facebook and Twitter. These numbers don’t always add up to active purchasers, however. Which is leading many brands to look for tools and tactics to integrate their loyalty programs with their social media communities. Borrowing a page from the store-based loyalty card programs, some of the social CRM strategies are adopting points-based points platforms. For example, social technology and media company ViewPoints recently added a Social Loyalty Engine to its technology platform. The engine is designed to help brands establish a reputation and rewards program to motivate customers to contribute content and become leaders and brand advocates in the brand’s online community and across the social Web.