This document provides an overview of using social media to support organizational missions. It discusses making the case for social media, new developments on platforms like Facebook, Twitter, LinkedIn and Google+, creating a SMART social media campaign, integrating social media with other marketing efforts, developing a social media marketing plan, and measuring success. Key lessons include calculating estimated ROI, maximizing new platform features, setting specific and measurable goals, coordinating social media with PR, and establishing metrics to evaluate performance.