The Private Sector Must Play A Role

For Decades, Media Companies Have Largely Controlled The Tools Through Which Consumers Were Told What To Buy, Wear Or Think. Now Consumers Possess The Same Ability To Produce, Distribute And Curate Content And Distribute It To Their Peers In Real Time Across Social Media Platforms.

Executives Can No Longer Hide Behind The Corporate Veil. They Need To Be Accountable For What Their Companies Do, Because Entities Are Responsible For Socially Irresponsible Behavior.

If Capitalism Is To Remain A Healthy, Vibrant Economic System, Corporations Must Participate In Taking Care Of The Society And The Environment In Which They Live.

Some Critics Have Challenged What The Return On Investment Is For Engagement In Social Media. Others Have Complained That The Metrics Don't Exist To Demonstrate Value.

More Brands Are Waking Up To Their Social Responsibility And Doing Good Work Through Cause Marketing Campaigns. Yet Too Many Still Go About It The Wrong Way. I Mean 'wrong' In Two Senses. Firstly, They Are Marketing Ineffectively, And Secondly, As A Consequence Their Positive Social Impact Is Not Maximized.