- The document discusses viral marketing and advertising strategies for social networks. It provides examples of how brands like FedEx and InStyle have successfully engaged audiences on social media through applications. - It outlines best practices for developing successful social media applications, including using the Facebook API, developing loyalty programs, and leveraging notifications, emails and visual identity. - The document concludes with a discussion of social media advertising platforms and how to target campaigns, choose creative elements, monitor performance, and develop new applications.