The document discusses the emergence of social business and its benefits. It describes how commerce used to be more personal with relationships between businesses and customers, and how it became more efficient with mass production. Now, business is getting social again with markets becoming conversations on social media. This allows for more customer interactions and information sharing within organizations. The document advocates for businesses to use influencer marketing by turning employees into brand advocates. It also stresses the importance of measuring key metrics to prove the return on investment from social business activities.