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The document discusses the evolution of social media from early message boards and chat rooms to the modern landscape. It notes that social media allows businesses to embrace customers through platforms like Twitter, where Comcast generated $6.5 million in sales, and Starbucks received over 50,000 new product ideas. However, the document cautions that businesses need a strategy and goals for social media rather than approaching it casually, and should work with professionals to properly manage their social media presence.Read less