The document discusses how customers' journeys with brands now involve social media, where customers share their experiences. It argues that managing social media has become more complex as networks and conversations increase. Successful companies unify social media engagement across departments like marketing, sales and customer service to better understand customers and improve experiences. Examples are given of companies like Symantec, McDonald's and Activision that drive results by addressing customers on social media during crises or to provide service. The final sections discuss tools that can help companies mature their social media strategies and engage customers through unified social platforms and mobile apps.