This document discusses various social media tools that organizations can use to engage with members and customers. It outlines why social media is important for organizations, providing three key approaches: listening to members/customers, engaging with them, and influencing authentically. The document then examines specific social media tools like Twitter, Facebook, LinkedIn, YouTube, Flickr, and wikis, providing examples of how organizations can utilize each tool to meet communication, collaboration and community building goals. It emphasizes having clear objectives, identifying internal champions, and measuring success when using social media.