The document discusses the power of social media and building communities online. It notes that change is constant, with new technologies and platforms emerging, and that broadcast media is shrinking while narrowcast grows exponentially. It defines social media as any media where communities gather, on websites, through email, social networks, reviews, and more. It emphasizes that to build a community, businesses need to focus on trust, honesty, compelling content, appropriate messages, timing, and tone. The document also provides an example of how one company grew its community from 30,000 email subscribers to over 90,000 Facebook fans and 120,000 email subscribers in a year at a low cost per new fan. It stresses the importance of not damaging the community.