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Modern web is being built around people. Customers do not connect to the Web to be handed over websites that are one-dimensional as brochures or catalogues any longer. They seek connections and relationships that are meaningful to them and that enrich their lives. The emergence of the Social Web has vastly altered the competitive landscape for most web-centric companies and in the future, this shift will have a business impact on most enterprises depending on the degree and speed of response. This article talks about why organizations need to create and leverage high-quality social experiences as a source of competitive advantage.