Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society.

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

The United States is at a critical juncture in time. Our government is riddled with historic debt, and the limited resources of philanthropic and non-profit efforts cannot meet the scale of social challenges we face with necessary force.

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

Non-profits must become deeply engaged in the ways that their donor communities are using social technology.

Social media is not an end in itself. It's just another tool to reach people.

Concerned consumers are realizing that they can use social media to organize themselves around shared values to start effective movements. Social media gives them a sounding board to share ideas, as well as a means to punish irresponsible corporate behaviors.