The document discusses how the web and social media allow people to connect on a large scale and how marketing is focused on people. It emphasizes that communication and storytelling are important, with brands building their story through co-creation with people. Examples are given of how companies have used Facebook for marketing, including a Valentine's Day campaign by 1-800-Flowers that saw increases in transactions and log-ins through Facebook promotions. The conclusion advocates for telling great stories, amplifying them through social media, and embracing commerce as part of the experience.