The document discusses the rise of social media and how organizations can effectively engage with people online. It notes that access to the internet and computing has led to over 100 million hours and 200 billion hours spent online each year. Some key principles for digital engagement are to treat online communities as real communities, engage people on their own terms rather than an organization's, and recognize that culture matters more than technology. It also stresses the importance of understanding an organization's goals for social media engagement, such as changing perceptions or behaviors. Leadership, co-creation, passion, learning, openness and listening are identified as important for successful digital strategies.