The document discusses strategies for city and regional magazines to leverage social media. It recommends developing a social media presence across major networks like Facebook and Twitter as well as location-based services. Magazines should share local content and happenings to engage local audiences. Partnering with other magazines and sharing content/promotions across regions can increase reach. Magazines should measure social media return on investment based on metrics like impressions, leads, and increased satisfaction rather than traditional ROI. Planning, staffing, and regularly updating social profiles are also important.