There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next?

When something works for you or another brand, ask yourself, 'Why?' Then don't copy it but think about what you can do that's unique to you and better.

Refuse to accept the belief that your professional relevance, career success or financial security turns on the next update on the latest technology. Sometimes it's good to put the paddle down and just let the canoe glide.

The false separation between living and giving must end.

Technology is teaching us to be human again.

We now see numerous examples of brands working together to address issues such as environmental degradations, climate control, pollution, poverty and disease.

In fact, I believe the first companies that make an effort to develop an authentic, transparent, and meaningful social contract with their fans and customers will turn out to be the ones that are the most successful in the future. While brands that refuse to make the effort will lose stature and customer loyalty.