Beyond Fans & Followers discusses how search, social media, and customer relationship management are converging. It details how the author's company analyzed over 10 billion social media impressions on Facebook to learn lessons. Key findings include that search has changed, social media like Facebook is the new center of marketing but must be connected to other channels, and focusing on the right customers through social is important rather than just acquiring more customers. The document provides tips on optimizing campaigns, lowering customer acquisition costs, going global with social media strategies, and emphasizes developing robust customer relationship management tied to social media.