The document discusses conducting experiments using social media to facilitate business-to-business conversations in the clinical research industry. It recommends knowing your business, doing research, building a strategy, prioritizing audiences, and picking a diverse but simplified set of experiments. Examples of experiments discussed include using LinkedIn for social selling, using internal social media like Twitter to generate enthusiasm with humor, publishing blog posts and video blogs, and holding social media training sessions. The goal is to accumulate successful experiments over time to benefit the business as a whole.