Concerned consumers are realizing that they can use social media to organize themselves around shared values to start effective movements. Social media gives them a sounding board to share ideas, as well as a means to punish irresponsible corporate behaviors.

Non-profits must become deeply engaged in the ways that their donor communities are using social technology.

More than ever before, consumers have the ability to unify their voices and coalesce their buying power to influence corporate behaviors.

Integrate purpose into your for-profit business model through a long term commitment to a cause that is aligned with your core values and those of your community.

Consumers now have a voice. And the fact that consumers can be creators, producers and distributors means they can push back against brands to punish them for their socially irresponsible behavior or reward them for their responsible behavior.

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.

CEOs must embrace the role of serving as the public face of the company to their customer community and the marketplace at large.