Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.

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.

Corporate America cannot afford to remain silent or passive about the downward spiral we are undergoing. It cannot turn a blind eye to how difficult the experience of life is for so many of their customers.

Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.

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.

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

One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.