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

Perhaps the most powerful lesson other brands can learn from Nike is the need to act in accordance with the reality of the world we live in. In a mutually dependant, intimately connected global community facing several major crises, brands need to operate with an expanded definition of self-interest that includes the greater good.

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.

CEOs must embrace the role of serving as the public face of the company to their customer community and the marketplace at large.

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.

Without question, CEOs, executives and employees in companies in the United States and around the world have rallied to face the challenge of a social media marketplace.

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