This document summarizes the promise of social advertising and how brands can leverage interest-based influencers and communities to start conversations. It notes that within 5 years, more marketing spending will go towards social, mobile, and video than search. The key points are that banner ads are not social advertising; the interest graph is more relevant than the social graph; sponsored content alone is not enough - the goal is to get sharing; and companies should treat bloggers as publishers to create owned content and stories. It provides examples from ABC News, Allstate, Horizon Dairy, and Intuit that generated millions of impressions through blogger partnerships.