Too Many Brands Treat Social Media As

Corporations, Consumers, And Citizens Must Begin Acting In Concert To Create A Powerful Third Pillar Of Social Transformation If We Hope To Meet The Social Challenges We Currently Face With Equal Force. This Begins With Corporations That Choose To Alter How They Practice Capitalism In Two Ways To Serve The Greater Good.

When People Align Around Shared Political, Social, Economic Or Environmental Values, And Take Collective Action, Thinking And Behaviour That Compromises The Lives Of Millions Of People Around The World Can Truly Change.

What Is Sure Is That Technological Change Is Accelerating In All Directions And, Like Children Playing In A Fountain, Consumers Are Reveling In The Experience.

The Social Business Marketplace Is Effectively Forcing Brands To Engage With Consumers On The Basis Of Something That Is Meaningful To Them. More Often Than Not, This Takes The Form Of Some Core Value That Finds Expression In A Non-profit Cause.

The Evolution Of Social Media Into A Robust Mechanism For Social Transformation Is Already Visible. Despite Many Adamant Critics Who Insist That Tools Like Facebook, Twitter, And Youtube Are Little More Than Faddish Distractions Useful Only To Exchange Trivial Information, These Critics Are Being Proven Wrong Time And Again.