The document discusses finding your social media niche and profiles three people who have successfully built engaged followings in different ways. Duncan Johnson focuses on Instagram to promote his photography brand, Eric Schimelpfenig leverages multiple networks like Twitter and Pinterest to showcase his design work and promote a client, and Courtney Price uses blogging and platforms like Pinterest and Facebook to establish her brand as a design influencer. Their approaches provide examples of optimizing different social media for professional purposes across generations.