The document discusses the Gates Foundation's use of social media for engagement and policy influence. It identifies the Foundation's role as creators by publishing content online and conversationalists by interacting on social media. The goals are to target specialized audiences like experts and the general public as well as policymakers. Challenges include developing engaging content, building networks, and integrating social media into broader advocacy campaigns with traditional media and partners. Upcoming events in 2011 that provide opportunities for social media engagement are also listed.