This document discusses the increasing mainstream adoption of social media. It notes key usage statistics showing growth, such as Facebook reaching 500 million users. It introduces Forrester's "Social Technographic Ladder" model of user types. The document then provides guidance on developing a social media strategy, including understanding your audience and goals, choosing appropriate platforms, creating shareable content, partnering with influencers, and analyzing results. Case studies are provided on successful social media campaigns for brands like Ikea.