The document discusses communities versus platforms on social networks and media. It notes that sharing, rather than searching, is the most important word on the internet as sharing is the driver and DNA of social networks. People use social objects to share themselves with others, as primates naturally like to groom each other. The document provides five lessons for marketing to youth: be where they are, create rather than sponsor events, be their social fabric, sell community rather than products, and create legacies rather than advertising.