The document discusses using social media for social impact and campaigning. It provides examples of how social media has been used to raise awareness, engage people, and mobilize crowds for various causes. Specific examples mentioned include viral videos that gained hundreds of thousands of views supporting campaigns, Facebook groups that gathered tens or hundreds of thousands of members in support of issues, and blogs that raised tens of thousands of dollars for organizations. The document also discusses challenges like filtering and censorship of online content and the need for innovative approaches when using social media for social change.