This document discusses the changing media environment and the rise of social media and mobile optimization. It notes that mass media is being replaced by social media, where users can participate and co-create value through platforms like Wikipedia, Facebook, and Twitter. A key aspect of social media culture is the idea of a "gift economy" where people give, receive, and reciprocate knowledge and information. Some questions are raised about how this changes the role of education and the professor, and possibilities like social learning, online dialogues, teamwork projects, and blending offline and online learning activities. Time management is highlighted as a key challenge for Facebook-based teaching.