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

Not since the digital revolution in the early '90s has technology placed such a comprehensive burden on business, employees and individuals to reinvent their business plans, services and products, and themselves to keep pace with the changing marketplace.

Accept that the moment you buy your latest iPad, iPhone, tablet, app or game it will be promptly followed by a vastly improved and sleeker looking version.

In the social business marketplace, brands that hope to build loyal and growing communities do so most effectively when they demonstrate their core values and allow a community to build and engage around it.

There are many individuals, companies and even countries operating in what I call a 'me first' mentality, which is effectively a purely competitive approach to life, treating the planet as if it has infinite resources and pitting one country against another for supremacy.

A social contract is the way out of this dilemma for corporations that want to lead in the 21st century by showing consumers how seriously they take customer loyalty and goodwill.

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