This document discusses how social media and online tools can be used to easily create, share, and discuss user-generated content to engage audiences, entertain them, and inform them about campaigns. It provides examples of tools like Facebook, Twitter, YouTube, and websites that non-profits can use to research audiences, present information, and spread their messages to large numbers of people in Hong Kong. The document encourages thinking about how to get people's attention online and then explores some of these tools in more detail.