Companies must understand that their corporate culture needs to extend beyond internal policies and directives to include actively engaging with online communities where people discuss the company and its products. If a company does not participate in these external conversations or understand what people in the community are saying, they will not understand their market and will fail to attract customers. Workers are also part of these communities and have conversations both inside and outside the company, so businesses need to recognize that community discourse, not just security policies, will determine their success or failure in the market.