The document discusses the evolution of social media and the web. It notes that in 1995 the web allowed anyone to connect and publish anything, while in 2010 social media grew to enable connecting, sharing, and publishing. It suggests that social media is becoming the new web as the web incorporates more social and mobile features. It advises understanding the ecosystems of platforms like Facebook and Twitter and developing for those ecosystems, as the period of claiming new territory is over. It predicts the web will become more social and mobile, and that social media will become a normal part of the web, with metrics like interactions and transactions increasingly important.