This document discusses how companies can make money through social media by focusing on word-of-mouth marketing and customer advocacy. It recommends that companies solve customer problems, retain customers longer, co-innovate on products, and encourage brand promoters. Referencing case studies, it shows that promoters bring significantly more revenue than detractors and that increasing promoters correlates with more positive referrals. Companies can apply these principles on web 2.0 platforms to identify super advocates and create communities to gather feedback.