The document discusses the use of social media for businesses. It outlines some common concerns executives have expressed about social media, such as losing control of their brand and employees wasting time. However, these same concerns were previously raised about email. The document then provides an overview of various social media platforms like Facebook, Twitter, YouTube, and Second Life and how businesses can utilize them to engage with customers, build their brand, and market their services. It emphasizes the importance of setting goals and metrics to measure the success of social media campaigns.