The document discusses how technology has impacted effective communication. It notes that constituents are more interested than ever in local news and get their local news from various sources like TV, word of mouth, and online. Social media is highlighted as an important tool for municipalities to communicate with residents. The "Big Four" social media platforms - Twitter, YouTube, LinkedIn and Facebook - are profiled and ways municipalities can use each one are provided. The document stresses that social media should be used to communicate, validate information, create interest, generate interactions, and inspire action in communities.