This document discusses best practices for using social media in business. It recommends that companies first determine what kind of relationship they want to build with their audience - transactional, occasional, or intimate. Companies should start small with a clear goal in mind, such as learning from their audience or sparking engagement. The document also advises listening before broadcasting, getting help from social media experts, and being prepared for both positive and negative feedback from customers. Companies are warned to get full organizational support and learn from their inevitable mistakes in order to successfully harness social media for their business goals.