The document discusses how digital technology and social media are changing how businesses connect with customers. People are increasingly connected online and expect to engage with companies on their terms across various media formats. This has shifted power to consumers, who can now find information and provide feedback and reviews. The document advocates that businesses listen to consumers online and integrate their messaging across common social media platforms like Facebook and Twitter in order to engage customers where they spend their time online. It also discusses using digital tools to better understand the customer journey and using social media to generate demand and sales in addition to gathering customer insights.