Read this out loud, print it, tape it to the cork board in the cafeteria, post it on the intranet, e-mail it or send it via direct mail:

“In 2011, we will decide if we really want an online community, which requires commitment and true engagement, or just a bunch of fans and likes. And we will stop acting as though they are one and the same. “

If you need help with this, I am more than willing to chat.