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The rise of social media has introduced a new kind of relationship we have with our customers, colleagues and competitors – the digital connection. Though it is easy to create an online persona that is successful, charismatic and relatable, this persona can be hard to maintain in person or through text-based communication. As a result many people find themselves living up to their on-screen identity rather than their true self. This article talks about how empathy can be your competitive advantage in these relationships if you are able to balance your true self with the virtual world. Introduction: The rise of social media has introduced a new kind of relationship we have with our customers, colleagues and competitors – the digital connection. Though it is easy to create an online persona that is successful, charismatic and relatable, this persona can be hard to maintain in person or through text-based communication. As a result many people find themselves living up to their on-screen identity rather than their true self. This article talks about how empathy can be your competitive advantage in these relationships if you are able to balance your true self with the virtual world. In today’s society where more interactions happen digitally than in person it becomes important for companies not only know who they’re talking too but also what tone they should use when communicating back

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