The document discusses social media and its impact. It defines social media as electronic media that allows passive audiences to become active participants by sharing, revising, responding to, and contributing new content. Some examples of social media mentioned are Facebook, Twitter, LinkedIn, Flickr, and YouTube. The document notes that social media has fundamentally shifted communication from a monologue to a dialogue and that effective communication is now about initiating and participating in conversations. It provides statistics on the popularity and impact of social media, such as the percentage of people who use and trust it.