This document discusses how social media can benefit businesses. It outlines the major types of social media tools including social networking, social sharing, and social publishing. When used properly, these tools can build brand awareness, improve credibility, provide immediate communication and allow for 24/7 monitoring. The document also discusses how social media allows for authenticity, transparency, immediacy, participation, connectedness and accountability. It proposes developing a social media strategy to engage a company's target audience precisely across various platforms.