This document outlines a 5-step process for using social media to generate leads: 1. Get the basics right like landing pages and offers. 2. Maximize content discovery through regular, consistent sharing and prioritized engagement. 3. Create conversion ubiquity by tweeting landing pages and competing with sources like the New York Times. 4. Test and fail fast through experiments with clear objectives, data gathering, and retrospectives to optimize. 5. Optimize for maximum lead flow by balancing conversion rates and traffic.