The document provides tips for organizations to thrive in social media. It recommends sharing relevant, authentic, and snackable content constantly. Content should not just be about selling or from marketing departments, and should avoid ads, interruptions, and unrelated updates. A social media plan should define business goals, focus, time management, dos and don'ts, and how to measure success. Stories, especially personal ones from employees and subject matter experts, are most engaging. Channels like volunteering can drive engagement. New, unique, interesting content gets attention. Leadership should support social media efforts.