The document discusses how social media is a two-way communication channel and outlines the five C's of social media: content, community, conversation, collaboration, and connections. It also discusses how listening to and engaging with the community on social media can help organizations find and build community around passions, propel campaigns, track advocates, answer questions in their field, uncover needed content, and find and resolve complaints. Potential barriers to effective social media use include policies, culture, bureaucracy, lack of support, commitment, resources and a plan.
