The tools are ever-changing; technology and media are constantly evolving. But what remains consistent is the need to create and deliver relevant, compelling content to the communities that will embrace your brand and go to work for it. These people not only demonstrate their own loyalty through purchase, they also engage their own communities and networks, acting as brand champions. So, by definition, our job goes beyond simply communicating to audiences. We have to inspire, involve, listen and, above all else, engage.