This document discusses the changing landscape of communications and relationships between organizations and individuals. It argues that existing one-way, top-down models of communication are being replaced by direct, two-way, human-to-human engagement through social media and online conversations. To succeed, organizations must learn to communicate authentically in the language and style used by real people, rather than relying on corporate jargon and empty buzzwords. Building direct relationships at scale through social tools can help apply traditional communication objectives in new, more effective ways.