This document provides guidance on using online tools and social media for business purposes. It discusses: 1) Taking an online presence seriously by using it for both marketing and management. Key messages and customer profiling are important to develop. 2) Common online tools like Facebook, Twitter, LinkedIn and video should be used across marketing channels. Engagement is important on social media through questions, incentives and live content. 3) Managing a business's online presence requires choosing tools, testing strategies, and potentially appointing someone to oversee social media as the online portion of the business grows. The document emphasizes starting small and gradually increasing online allocation of budgets and resources.