The document discusses the importance of administrators developing a personal learning network (PLN) using social media. It provides examples of both positive and negative experiences educators have had using social media. The speaker outlines the components of their PLN, which includes blogs, websites, online articles, Twitter, Google Alerts, Google Reader, Diigo, and wikis. The purpose is to provide rationale for why administrators should engage in a PLN, share the speaker's experiences using social media, and describe a framework for understanding and developing a dynamic PLN.