The document discusses the three P's of avoiding social CRM failure: People, Policy, and Paying Attention. It provides examples of companies that failed at social media due to issues with hiring untrustworthy employees, lack of social media policies for employees, and not properly monitoring and responding to social media conversations. The document advocates for written social media policies for employees, internal social media account controls, monitoring all social outlets, and assigning staff to listen and respond to important issues.