This document discusses the rise of social media and its impact as a new revolution in communication. It notes that social media allows for many-to-many communication, unlike previous technologies, and has led to unprecedented growth in people's ability to express themselves and connect globally. However, it also notes that trust in institutions has declined as social media has given more power to individuals. It encourages companies to authentically engage with social media rather than fear it, as participation is more important than labels or short-term trends.