The document provides advice on using social media for business purposes. It argues that social media is not just for marketing but for talking to customers and adding value through frequent contact to build trust over time. It suggests that social media can save time, provide immediate customer data, and make salespeople more knowledgeable advisers. The document provides tips on engaging authentically in social media communities by contributing value rather than just pitching and being consistent, fearless, and not a spammer. It advocates aligning social media with business goals and identifying target audiences and platforms to implement listening, engagement, and relationship-building strategies.