1) The document discusses the challenges of an integrated social media strategy including dealing with cross-disciplines, high volumes of posts, real-time monitoring without approval times, and 24/7 damage control. 2) It notes that as technology like mobile phones and the internet connect more people, they enable a vast distributed network of collective intelligence and memory. 3) Within 24 months, the document predicts the "social graph" will be replaced by an "interest graph" that groups influencers and authorities on relevant topics based on conversations and connections.