The thesis is the subtitle: Don't market, engage. If you get that, you get the only thing this book offers. Other than that, it has multiple chapters on how to use social media "correctly." It gets the feeling of a time capsule because the advice is certainly out of date and many of the examples he gives as businesses doing it right have since gone out of business. A book worth getting from the library and skimming through in 30 minutes, but that's about it.