If anyone knows about brand mania, it's Jonathan Sinden. As manager of digital content and social media for Maple Leafs Sports and Entertainment, Sinden is responsible for heavy-hitter brands the Marlees, the Raptors, the Toronto Maple Leafs and Toronto FC. No question, there's massive enthusiasm for these teams in Toronto, and even nationally. How to tap into that mania? That's what they pay Sinden to figure out.

On today's BusinessCast, Sinden shares some of his social media secrets, including his team's strategy for making sure online momentum builds before, during and after a game. Sinden describes what they do during a game as "trying to capture lightning in a bottle."

Sinden talks about how he deals with any negative sentiments expressed about the brand on social networks, and provides a few expert tips entrepreneurs looking to promote their brand through digital content.

"Don't forget," says Sinden. "Everything you're doing is content and there's an audience for it."