The document outlines 10 steps for winning buy-in for social media at companies: 1) Research buyer keywords, 2) Validate keywords, 3) Build a coalition of early adopters and influencers, 4) Position social media as an extension of existing tools, 5) Find influencers on social networks, 6) Demonstrate urgency around competitors' use of social media, 7) Show reach and frequency metrics, 8) Research niche networks, 9) Search for relevant apps, and 10) Assemble evidence of social media's benefits. The document also promotes upcoming hands-on social media training sessions and a related book on social marketing.