In the digital age, communication professionals can no longer resort to simply sending messages. In order to raise awareness around products, services, or issues; communication professionals need to spark conversations for public interest to spread through online networks. The analysis of media networks can contribute to such media strategies. This document shares an approach to: 1) identify online communities; 2) understand how they think and talk about products, services, or issues; and 3) find potential collaboration partners to stimulate online conversations such as online magazines or micro-celebrities.