The document discusses how broadcast media is changing with the rise of social media and online video. It notes that traditional radio and TV audiences are declining while social media and online video audiences are growing significantly. It emphasizes that brands need to adapt to these changes by getting to know their target audiences' media consumption habits and producing content that can spread virally across various online platforms. The document also provides several examples of how companies are using techniques like live online events, interactive videos, and social media engagement to reach audiences in new ways.