There Is A Fundamental Shift That Social

If A Brand Genuinely Wants To Make A Social Contribution, It Should Start With Who They Are, Not What They Do. For Only When A Brand Has Defined Itself And Its Core Values Can It Identify Causes Or Social Responsibility Initiatives That Are In Alignment With Its Authentic Brand Story.

The Companies That Make Meaningful Contributions While Also Listening To The Voices Of Others Are The Ones That Will Genuinely Engage Their Community, Who Will Then Go To Work For Them.

When Thinking Through Who To Bring Together To Generate New Ideas, It Is More Effective To Combine Specialists From Very Different And Unrelated Disciplines Rather Than A Variety Of People With Different Skills Sets In The Same Field.

In The Coming Years, If Not Sooner, Social Media Will Become A Powerful Tool That Consumers Will Aggressively Use To Influence Business Attitudes And Force Companies Into Greater Social Responsibility - And, I Suggest, Move Us Towards A More Sustainable Practice Of Capitalism.

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.