This document discusses how maximizing social media can help companies throughout the employment lifecycle. It begins with fundamentals of social media and how it has revolutionized self-expression and networking. Most companies still do not have effective social media strategies despite its growing importance. The rest of the document focuses on how social media can be used to attract, engage, and retain talent. It emphasizes using social media to communicate corporate culture and mission statements to attract job seekers, and using it as a way to provide career development opportunities and a voice for employees to improve retention. The document concludes with best practices for an effective social media strategy including defining your company's voice, being transparent, leveraging entertainment value, and engaging your audience.