The document discusses challenging common assumptions about social media, arguing some "sacred cows" are worth "slaughtering". It questions who social networks are really for, what type of content works best, and who truly influences others. While many believe Facebook is key, the document notes user engagement is quite low. It argues smaller, niche networks like Pinterest and Google+ deserve more attention than assumed. Quality and understanding your audience are more important than size or influencers. Developing a "hacker mentality" of constant learning is advised over rigidly holding to conventions.