The document discusses how mainstream media can adapt to the rise of social media and online conversations. It argues that media companies need to embrace social networking tools, listen to their audiences, and get involved in online and offline discussions in order to remain relevant. The author provides tips for how media brands can build communities and engage with influential online users. The overall message is that media must shift from a passive, top-down approach to an active, two-way model that centers around conversations in order to thrive in today's digital landscape.