The document discusses social media platforms like blogs, Facebook, and Twitter. It provides key elements, niches, examples of metrics, and tips for each platform. Some key findings from surveys of 37,600 respondents in 53 countries are that those affiliated with brands online feel more positive and loyal toward those brands, and email still has a strong impact on those feelings. The document emphasizes that social media is just one part of an organization's toolkit and that engagement is more important than just broadcasting messages. It concludes that an organization needs to be "likeable" online as much as offline in order to be successful with social media.