Social media is an important conversation between customers, employees, and people that businesses need to engage with in order to shape discussions about their brand, learn from customers, and build relationships. The document discusses how prevalent social media has become, with statistics about time spent on sites like Facebook, and recommends that businesses post at least once daily to reach a large percentage of their fans. It also notes that social media landscapes are constantly evolving, so assistance from experts can help companies effectively utilize new technologies and services.