This document discusses leveraging social media and networks. It notes that the internet enables new types of conversations compared to mass media. People share information and support with each other more than from vendors. It recommends rethinking strategies, approaches, and content to focus on sociology rather than technology. Companies should interact authentically with customers and turn marketing funnels on their side to identify and engage agents of change who will spread messages. Storytelling is suggested over messaging by providing stories or elements for people's own stories. Planning propagation of content is important.