Activate them, not only react. Build meaningful relationships. What is meaningful? Vauable and satisfactory activities that is connected to a deeper sense of purpose, as Matthew B. Crawfor says it. Facilitate resonses that enables them to build on how they want to be positively perceived by their networks. Something they want or already have invested time and effort into, something they care about in a relevant context. The brand is not the focus of attention or care. It´s what the brand actively do together with the culture or facilitate for people to better pursue relevant activitities shared with the brands core values for their fans.
