Social media is not about the exploitation of technology but service to community.

Since most corporate competitors have the same problems with sustainability and social reputation, it's worth trying to solve them together.

The most impactful way consumers can assert their power is to become mindful shoppers, giving their dollars only to socially responsible companies. In today’s world of social media and smart phones, this is easy to do.

There is a fundamental shift that social media necessitates in business today - the need to transition from 'Me First' to 'We First' thinking.

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.

In today's social business marketplace Facebook is one of the best places for nonprofits to be discovered and connect with a larger audience on the basis of shared values. So to get started, a non-profit should launch a Facebook page and invite your existing real world community to connect your cause and their networks.

Consumers want a better world, not just better widgets.