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.

Radical transparency has an enormous impact on our personal lives. We can no longer share thoughts, quips, photos or personal opinions anywhere on the web without being mindful that they may turn up where we least expect it (notably job interviews, divorce proceedings or public media).

As we all know, lasting relationships can't be rushed.

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.

For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling.

One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.

More and more companies are reaching out to their suppliers and contractors to work jointly on issues of sustainability, environmental responsibility, ethics, and compliance.