The document discusses how hyper-social organizations think differently than traditional organizations. Hyper-social organizations think in terms of tribes rather than market segments. They focus on knowledge networks rather than information channels. They also think in terms of human-centricity rather than company-centricity. Hyper-social organizations leverage social business processes by turning traditional processes into social processes to gain scale, quality, passion, and word-of-mouth. This requires embracing what people want and giving them access while protecting intellectual property. It also necessitates social graphs and social CRM to put the customer at the center.