Like All Technology, Social Media Is Neutral

The Creative Destruction That Social Media Is Currently Unleashing Will Change More Than Technology Or The Leader Board Of The Fortune 100. It Is Driving A Qualitative Shift In The Nature Of Relationships Between Brands And Their Customers.

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.

Social Technology Gives Leaders A Vital New Platform With Which To Connect Their Companies To The Myriad Stakeholders Who Have An Interest In Their Well Being.

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.

Everyone Living Under The Social Contract We Call Democracy Has A Duty To Act Responsibly, To Obey The Laws, And To Abandon Certain Types Of Self-interested Behaviors That Conflict With The General Good.