Let's hope brands recognize that the true power of this technology is not its reach but its ability to communicate substance that adds meaning to our lives. Otherwise, brands will be investing in technology that consumers simply won't buy.

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.

There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next?

Companies, to date, have often used the excuse that they are only beholden to their shareholders, but we need shareholders to think of themselves as stakeholders in the well being of society as well.

Accept that the moment you buy your latest iPad, iPhone, tablet, app or game it will be promptly followed by a vastly improved and sleeker looking version.

The launch of Google+ apps sends a powerful signal - the personalized web has begun. What this means is that the way information is structured and accessed will turn on the individual, or rather their personal profile which is a composite of all the data collected on the basis of what they have searched for and shared.

Since most corporate competitors have the same problems with sustainability and social reputation, it's worth trying to solve them together.