Like all technology, social media is neutral but is best put to work in the service of building a better world.

As we all know, lasting relationships can't be rushed.

When people align around shared political, social, economic or environmental values, and take collective action, thinking and behaviour that compromises the lives of millions of people around the world can truly change.

Your computer needn't be the first thing your see in the morning and the last thing you see at night.

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brands will commit to creating a private sector pillar of social change, and which will become casualties of their own outdated thinking?

Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred.

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