State education agencies (SEAs) and local education agencies (LEAs) made clear in a recent Reform Support Network (RSN) survey and follow-up interviews that staff must have the capacity to successfully engage stakeholders through social media. This is not a new challenge for government; staff capacity -- the number of staff and their access to training and technology -- determines whether the SEA can drive innovation. This tip sheet is the second in a series of four by the Reform Support Network. Additional tip sheets published are: (1) Social Media Tip Sheet #1: Innovative Engagement (ED611514); (2) Social Media Tip Sheet #3: Driving Success through Smart Policies (ED611516); and (3) Social Media Tip Sheet #4: Measuring Success (ED611517). The following tips for building capacity are presented in this tip sheet: (1) Innovation One: Sharing Content Creation; (2) Innovation Two: Sharing Duties, Creating "Beat" Reporters; and (3) Innovation Three: Looking Outside, Creating Brand Ambassadors. Building capacity to use social media effectively remains a key priority for State and local education agencies. Several agencies are achieving success by asking multiple employees to create content for social media postings, creating beat reporters within the agencies and asking ambassadors from SEAs and LEAs to amplify the messages.