The document discusses strategies for being creative on social media. It emphasizes that strategy and creative work must collaborate closely like engineers and architects. It also stresses the importance of planning propagation across social channels like Facebook, Twitter and Pinterest. Additionally, it notes that the goal should be to influence what people say about a brand rather than just telling them what to say. A key part of social media campaigns is continuing to create and engage with audiences after launch through reactive, live content. Creativity and community management require a blend of strategic thinking, creative skills, and understanding social behaviors.