The document discusses social media and its benefits and risks for businesses. Social media allows sharing of content, perspectives, and discussions. It incorporates online technologies that enable the creation and exchange of user-generated content through applications built on Web 2.0. Social media facilitates communication, connections between people, and sharing of stories and important discussions. While it provides valuable opportunities to build credibility and connections, it also presents risks like lack of anonymity, scams, harassment, and being time consuming. The document provides tips for businesses to authentically engage on social media over time by providing valuable content and consistency without spamming users.