Social technology gives leaders a vital new platform with which to connect their companies to the myriad stakeholders who have an interest in their well being.

For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling.

Today's consumers are eager to become loyal fans of companies that respect purposeful capitalism. They are not opposed to companies making a profit; indeed, they may even be investors in these companies - but at the core, they want more empathic, enlightened corporations that seek a balance between profit and purpose.

What today's business reality makes clear is that brands cannot survive in a society that is failing economically, socially, ethically, and morally.

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.

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

Consumers want a better world, not just better widgets.