The document discusses integrating social media into marketing communications. It defines social media as using web and mobile technologies to enable interactive dialogue. It lists some key components of a social media marketing framework, including listening stations to monitor conversations, homebases like corporate websites, embassies on social sites to build communities, and seeders like influencers to amplify messages. It also provides tips for integrating social media, such as advertising social presences, integrating social sharing into email marketing, making websites more social through login and sharing features, and tracking shared content.