Social media companies must combine their mastery of the latest in real-time, location based or augmented reality technologies in the service of clear and consistent storytelling.

If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story.

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

Corporations often partner with government after natural disasters, as many companies did in the aftermath of Hurricane Katrina in 2005. As a rule, however, long-term civic/corporate partnerships are still rare .But this need not remain the status quo, as many opportunities are available for such partnerships.

Corporate America cannot afford to remain silent or passive about the downward spiral we are undergoing. It cannot turn a blind eye to how difficult the experience of life is for so many of their customers.

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

There is a growing awareness among brands that in order to participate in conversations that are taking place across social networks, they must join these discussions on the basis of something that is meaningful to their customers.