The document discusses how to effectively use social networking to build professional relationships and success. It provides tips on selecting the right social networking sites for one's objectives, developing a complete profile to be findable, maintaining an engaging personality, building one's network by connecting with past contacts and joining groups, nurturing relationships through regular contributions of value, and measuring success both quantitatively and qualitatively. Effective social networking involves balancing self-promotion with helping others in order to expand one's network organically over time.