This document discusses how property rights owners can make money through social media sponsorships. It provides examples of how businesses like Hilton Hotels and the London Irish rugby club have partnered together on social media campaigns to mutually benefit from new audience reach, engagement, and sales opportunities. The document outlines best practices for using social media effectively, such as listening to audiences, engaging fans with exclusive content, and integrating social strategies with other marketing channels to add value for sponsors rather than just selling to people.