The document discusses how social media and the web can be used by clubs to engage members and build communities. It recommends setting goals, listening to members, finding appropriate tools, creating a community map with traditional and new channels, sharing content, generating buzz, and building community through trial and reflection. Specific tools mentioned for listening, sharing content, generating buzz, and building community include Google searches, alerts, blogs, social media sites, and polls. The document encourages clubs to learn to listen, poll members, search networks, and test outposts gradually.