The document discusses the proper use of social media for businesses. It notes that social media is not about self-promotion, but rather about engaging customers and bringing a company's brand to life. It also discusses using social media for internal networking between employees and business partners to share knowledge and coordinate efforts. Finally, it emphasizes that while socially disruptive, social media tools are not technically complex, but require participation to be effective, according to a 2009 McKinsey study.