The document discusses changes in media and how companies can embrace new media. It provides statistics on social media usage of Fortune 100 companies on platforms like Twitter, Facebook, YouTube and blogs. It emphasizes that companies should include multimedia in newsletters, engage audiences outside their target group, and drive results across all channels. Context is now more important than content alone and social media requires manual engagement. It also discusses the role of influencers and importance of internal communication and trust within organizations to enable productive external communication.