1. The document discusses 10 common myths about social media that local governments should be aware of. It provides statistics and explanations to show why each myth is not accurate. 2. It also discusses the importance of listening to online discussions, starting small with social media efforts, and allowing conversations to happen organically rather than focusing solely on specific tools. 3. The document concludes by discussing a case study of how Starbucks was able to turn around crashing sales by actively engaging with customers on social media to understand their needs and feedback.