The document discusses how social media can help the La Crosse School District communicate with parents and the community. It outlines that social media allows for interactive two-way conversations beyond what a traditional website offers. It also emphasizes that effective social media policies should empower users and encourage participation, while separating personal and school accounts. The document provides examples of social media tools like Facebook, Twitter, and YouTube and stresses the importance of building long-term relationships through sharing stories, information, and being interactive on multiple channels.