The document discusses various tools and techniques for generating buzz through social media, including Twitter, Digg, and StumbleUpon. It provides tips for using each platform effectively such as making friends, being consistent and generous with sharing others' content, and ensuring content is timely and relevant. Case studies are presented showing how specific campaigns successfully used these platforms to drive traffic and awareness. The overarching themes are developing friends and connections on the platforms, dedicating sufficient time, reciprocating by sharing others' content, and posting relevant content.