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The document discusses how businesses need to adapt to the new social media landscape. It notes that companies no longer control their own messaging and must learn to listen to customers and engage with them transparently on social platforms. The key steps are to accept this lack of control, listen to what customers say online, and appropriately engage with them. It provides examples of how social media can be applied to different business functions like customer service, sales, marketing, and more. It concludes by stating that companies must embrace social media and change their organizations to grow, rather than seeing it as a risk, and that they need to respect the new tools and be human in their interactions.