The document discusses how social media has changed communication between companies and consumers. It notes that previously companies controlled the message, but with the internet consumers can now share information freely (paragraphs 1-7). The document then introduces the social media platform Ning, which allows organizations to create online communities to connect with members (paragraphs 11-18). It provides examples of how clubs and organizations can use Ning to engage members, promote their cause, and stay connected (paragraphs 20-30). Finally, it outlines best practices for using social media and provides contact information for the consulting firm (paragraphs 40-49).