The document discusses how social media is changing the relationship between customers and brands. It argues that brands must understand how social platforms are changing communications, listen to what customers are doing now and will do in the future, and respect each customer as a human being. The key takeaways are that people want to socially connect with each other and with brands in a peer-to-peer way through empathy, authenticity and storytelling. Brands must connect with customers in a humanized, peer-to-peer manner on social media to be successful going forward.