The document discusses integrating social media into marketing plans. It recommends focusing on "Content Engaged" rather than just "Content Owned" to generate discussion and sales. It advises determining brand goals and customers first to effectively operate a social media presence. Social media can be used throughout the sales funnel for awareness, interest, desire, action, and customer service/engagement. Tactics should be deployed at the right time and place, identifying existing customer behaviors to encourage viral involvement through utilities like voting buttons or rewards for participation.