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.

Make the customer the hero of your brand's story.

A world in which government is burdened by historic debt, philanthropy has limited resources, and the private sector is only interested in its own personal gain is simply unsustainable.

Social media is not an end in itself. It's just another tool to reach people.

The question remains: which brands will commit to creating a private sector pillar of social change, and which will become casualties of their own outdated thinking?

Social media is not about the exploitation of technology but service to community.

It is a truly powerful phenomenon when a brand makes a stand for what it believes in.