The document discusses how social media marketing is often misunderstood and ineffective when companies approach it the wrong way. It summarizes that social media marketing should start with understanding the brand's values, unique value proposition, and story. Companies then need to create relevant content based on the brand before engaging in social media. The document also notes that social media is not meant for instant sales, but instead for seed planting by spreading brand awareness and engagement over time, which can then lead to customers and sales through other marketing channels. Effective social media follows the process of first establishing the brand, then creating content, and then distributing through social media.