The document discusses what social media is about and provides guidance on using different social media channels effectively. It states that social media is about listening, conversation, community, being present and responsive, authenticity, sharing, and ceding control rather than using tools like Twitter and Facebook as megaphones. The document provides tips for planning social media use and engagement and outlines popular channels like Twitter, Facebook, blogs, YouTube, Flickr and Foursquare, giving best practices for each.