The document discusses how non-profit organizations can adapt their communication and campaign strategies to a changing online landscape characterized by social networks and user participation. It recommends that organizations program their own networks by building engaged online communities around their goals, and also switch to existing aligned networks to temporarily achieve advocacy objectives. Specific tactics include mapping networks, establishing an online presence, developing content strategies, and providing guidelines for community engagement and moderation. The goal is for organizations to take a hybrid approach, blending traditional hierarchical structures with networked campaigns.