The document discusses strategies for marketing to Generation Y and using social media. It notes that Gen Y expects to be entertained and involved in shaping outcomes. Brands need to foster trust through authenticity, dialogue, and innovation by adding value where the target audience is and giving them a place to participate. Content should be engaging and relevant. Brands should create avenues for audiences to explore, discover, share opinions, and have engaging experiences in order to increase perceived value and build loyalty. Understanding what audiences are sharing and why is important for creating memorable brand experiences.