This document discusses social media and its growing role and impact. It provides definitions of key terms like social media, Facebook, LinkedIn and Twitter. It outlines who uses social media, including people of all ages and demographics as well as organizations. It notes that Facebook has over 1 billion users. The document then discusses 7 rules of social media and 4 types of media channels. It argues that traditional PR is dying and that PR now means "People React" in the age of social media. It emphasizes the importance of timing, accountability and authenticity in social media interactions.