The document discusses using social media for advocacy and policy influencing. It outlines various social media tools like social networks, blogs, wikis, and microblogging. It emphasizes that target groups are often offline so social media should not be overestimated or underestimated. Several examples are given of campaigns that used YouTube, Facebook, Twitter, and blogs. Tips are provided on how to use the policy influencing cycle and social media at different stages, like defining issues, early messaging, campaigns, and assessing outcomes. Analytics and benchmarks are recommended to measure social media success.