The document discusses the potential and proper use of social media. It suggests that social media allows companies to connect with customers, both internal and external. However, social media is not a magic solution and requires a clear strategy. To be effective, social media use should be integrated with other marketing activities, engage audiences through two-way conversations, and build relationships with key influencers over time. Companies must also listen to what is being said about their brand and industry online in order to understand their audiences and measure the impact of social media.