This document discusses the rise of social media and its impact on traditional media and businesses. It notes that social media has empowered average consumers to publicly support or criticize companies, shifting power from businesses to customers. Only 1% of social media users create most of the content, while most just consume it. It advises businesses to listen to customers, involve them in product design, and find ways to interact with online brand communities in order to benefit from social media rather than be harmed by negative publicity on these platforms.