Radical transparency has an enormous impact on our personal lives. We can no longer share thoughts, quips, photos or personal opinions anywhere on the web without being mindful that they may turn up where we least expect it (notably job interviews, divorce proceedings or public media).

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brands will commit to creating a private sector pillar of social change, and which will become casualties of their own outdated thinking?

The leverage and influence social media gives citizens are rapidly spreading into the business world.

More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.

Creating a better world requires teamwork, partnerships, and collaboration, as we need an entire army of companies to work together to build a better world within the next few decades. This means corporations must embrace the benefits of cooperating with one another.

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

Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.