The document discusses how startups can use social media to build a community around their product or service. It recommends startups focus on building community through consistency on social media over time. Specific social networks like Twitter, Google+, Pinterest, and Quora are highlighted as ways to search for and connect with potential customers. The document advocates testing different content and sharing strategies on social media to engage the community and provide value. It emphasizes that community building approaches need to be tailored to the specific startup's audience.