“How can we face Facebook?”

The document discusses the rise of social media and web 2.0. It provides an overview of key concepts like user-generated content and outlines some of the main social networking platforms. Examples are given of how companies are using these channels, including through viral marketing. Opportunities for marketing through new approaches like ambient, guerrilla, and conversational marketing are presented. The future is discussed as unpredictable but moving towards a more ubiquitous, viral, mobile, and simple web 3.0 environment connected through social networking and the "internet of things."