The document discusses how to effectively use social media to drive sales and loyalty. It notes that while social media usage is massive, many social media advertising efforts are seen as annoying and irrelevant. The document recommends finding a small group of connected, charismatic, and credible influencers to engage with and provide great content to. It suggests integrating advocacy programs into CRM systems to gain benefits like virtual word-of-mouth marketing and improved customer lifetime value. The key is using social media strategically and in context rather than just passive posting.