This document discusses the importance of social media for small and medium-sized enterprises (SMEs). Some key points: - Social media allows SMEs to engage with customers affordably and in real-time across mobile devices. - User-generated content on social media is more influential than advertising for most consumers. - A case study shows how an insurance company ran a social media competition to engage customers and drive awareness, resulting in new online communities and increased website traffic. - To build an effective social media strategy, businesses should decide their goals, choose appropriate platforms, consistently publish valuable content, and actively engage with their audience.