Brands are faced with the daily challenge of massively scaling their outreach in order to build personal relationships. While this may seem like a contradiction in terms, it becomes much more possible when brands shift from push to pull dynamics in their marketing.

The framing of how we relate to each other within and across social media platforms will continue to become more sophisticated and nuanced in their expression of how we structure our relationships in our real world lives.

As more people use social media to tell the story of the future, the wants and needs of more people will be reflected.

Brands must become architects of community.

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.

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.

Business practices and how we treat the planet are also in desperate need of re-humanization.