This document discusses moving a conservative organization towards adopting digital media. It notes the organization's initial reluctance to embrace social media and questions around strategy, such as whether to lead, follow, or observe other companies. The document outlines objectives like increasing buyer access and awareness through a narrative targeted at executive concerns. It compares the traditional, limited access approach using tools like collateral to a digital/social media approach that enables unprecedented, unlimited interaction with targeted buyers at decreased expense through thought leadership and improved relationships.