This document discusses key principles for transforming a sales organization into a social selling organization: awareness, education, and reinforcement. It highlights the importance of executive sponsorship, targeted pilots, and dedicated resources to build awareness. Education involves energizing all salespeople through social media strategies and championing social selling. Reinforcement requires thorough adoption plans, sales management involvement to drive accountability, and using tools like CRM to monitor activity and turn leads into pipeline. The document advocates these three principles as blueprints for success when transforming a sales organization.