This document discusses the rise of social media and its importance for brand management and marketing. It defines social media as internet-based technologies that allow for user-generated content sharing. Popular social media platforms mentioned include Facebook, YouTube, and Twitter. The document then provides examples of how brands like Samsung, EA, Weetabix, and Confused.com have used social media marketing successfully to engage customers, promote products, and address customer queries. It emphasizes that integrating social media strategies with customer relationship management can help organizations optimize social interactions and get closer to their customers.