This document discusses the importance of social media for businesses and brands. It addresses common criticisms of social media platforms like them being pointless or for lonely people. It argues that social media gives brands a narrative and creates sticky content, is critical for customer feedback and engagement, drives innovation, and increases staff morale. It notes that future customers and employees are growing up with social media and that brands need a social media presence to meet evolving expectations. It concludes that businesses should start participating in social media now to position themselves for the future.