Engage or die. The social web has changed consumer expectations and empowered them with real-time information and a digital soapbox. They are your customers and your employees. In today’s noisy marketplace with low switching costs, they can leave you at any time. To stay competitive, companies must create a culture of respect and openness, build a strong brand, and emotionally engage their community. In the land of 'me too' companies what you stand for and how you interact is your differentiator.