This document discusses how social participation has become the new normal. It summarizes data showing that people prefer communicating via text or social media rather than phone calls, are more comfortable engaging with people online than in person, and would rather talk to close friends on social media than through traditional means. The document also discusses how people relate to brands on social media, including why they unfollow or unlike brands, and how they expect brands to interact with them. It notes that people are hyperconnected through social media and expect rapid responses to texts, use mobile devices extensively for social participation, and often multiscreen across devices.