The Social Web is not just a fad; it is a fundamental shift in how humans communicate, interact, collaborate, create, inform themselves, prioritize, organize, buy, sell, and play. It is your customers, your friends, your family, your employees, your constituents, your shareholders, and, like it or not, you. Social media is to the Web what electric motors were to electricity, the quantum leap in utility that took a magical new technology and transformed society.