Effectively, change is almost impossible without industry-wide collaboration, cooperation and consensus.

Consumers want a better world, not just better widgets.

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.

One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.

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

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.

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.