The document discusses creating a coherent social media strategy. It begins by outlining the strategy process stages of setting context, determining objectives, assessing readiness, aligning social goals with strategic goals, and examining strategic options. It then discusses learning from customers through social listening and analytics to understand their behaviors, interests, and social networks. It outlines engaging in dialog across social communities and supporting customers through social media. It also discusses innovating with customers by gathering ideas from social media and involving them in product development. The document ends by identifying potential disruptions in areas like gamification, big data, and curation.