The document contrasts common myths about social media with realities, and provides recommendations for addressing each myth. It discusses myths such as only young people using social media, social media being sufficient for customer acquisition, profiles only needing initial creation, and needing a presence on every channel. Realities highlighted are older adults also using social media, most engaged customers already knowing the brand, social media constantly changing, and different channels suiting different needs. Recommendations include defining the brand and audience, providing value to current customers, engaging in conversation and listening, and using social media to support business goals.