How are the world's most forward-thinking organizations engaging their audiences online? We explore seven big trends that are shaping the communications field by looking at success stories from corporations, mom-and-pops, huge universities and small colleges. Trends: 1. Fragmentation 2. Using the web for what it's good for: multimedia content 3. Integration of social sharing into your web content 4. Empowered individuals 5. Using data to track and improve effectiveness 6. Culture eats strategy for lunch: Making it OK to take risks and experiment -- with the goal of building skills 7. Once you learn the tools, they change everything Institute for Senior Communications and Marketing Professionals October 12-14, 2011 in San Diego for CASE (Council for Advancement and Support of Education)