Sentence:  So what makes people want to 'listen' to a brand? Sounding like a human, ugh; that's <WSD>table stakes</WSD>. If that's all you can say about your social approach, you're not trying hard enough. 
Meaning of the word marked with <WSD> tags:  The stake that a stakeholder must put up even just to earn a place at the table (a chance to compete), let alone ensure a win.