The document discusses social media and how it can be used for social marketing campaigns. It defines social media as web 2.0 applications that focus on participation, openness, conversation, community and connectedness. Examples of social media platforms mentioned include blogs, social networks, wikis, photo sharing, and social bookmarking. The document then provides examples of how social media has been used successfully for social marketing campaigns around issues like substance abuse, hand washing, HIV/AIDS, physical activity, and recycling. It concludes that social media can effectively increase the reach of audiences for social marketing messages.