There is an overwhelming amount of information available to us all on the web each day, not to mention what is shared with us by our family, friends, fans, and followers. This necessitates the need to filter through all that information and to decide for ourselves where to put our attention.

The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.

The role of social media is critical because it helps to spread cognitive dissonance by connecting thought leaders and activists to ordinary citizens rapidly expanding the network of people who become willing to take action.

Brands must empower their community to be change agents in their own right. To that end, they need to take on a mentoring role. This means the brand provides the tools, techniques and strategies for their customers to become more effective marketers in achieving their own goals.

By linking with friends and ultimately strangers and building those relationships, social media is reweaving the social fabric that can then be used to scale your non-profit efforts.

Work with your competitors when the interest of the community and planet are at stake.

There is an overwhelming amount of information available to us all on the web each day, not to mention what is shared with us by our family, friends, fans, and followers. This necessitates the need to filter through all that information and to decide for ourselves where to put our attention.