This document discusses Australians' heavy use of social media according to Nielsen data. Australians spend on average 6 hours and 52 minutes per month on social media, more time than users in other countries. Nearly a third of all online time spent by Australians in October 2009 was on Facebook. The document advocates for brands to engage with customers on social media platforms rather than just websites, and provides some strategies for social media participation including listening to customer conversations, talking with customers, enabling customer content sharing, and facilitating customer collaboration.