The document summarizes the evolution of corporate websites from being primarily investor-focused in the late 1990s to becoming more open and engaging with consumers, now called "icitizens", in the late 2000s. It discusses trends driving icitizenry like social media and open innovation. It outlines Coca-Cola's redesign in 2009 to be more open and engage icitizens through dialogue. Finally, it recommends four things companies can do today to begin openly listening to and engaging with icitizens.