The document discusses the rise of social media and how characters can be used effectively within social media. Key points: - Social media is centered around creating, sharing, and collaborating user-generated content. - Characters are well-suited for social media as they can have a presence on multiple networks, drive engagement through stories and interactions, and increase traffic to other sites. - Several examples are given of brands that successfully used characters on social media to generate awareness, drive traffic to their sites, and create dialogue.