The evolution of social media into a robust mechanism for social transformation is already visible. Despite many adamant critics who insist that tools like Facebook, Twitter, and YouTube are little more than faddish distractions useful only to exchange trivial information, these critics are being proven wrong time and again.

When people align around shared political, social, economic or environmental values, and take collective action, thinking and behaviour that compromises the lives of millions of people around the world can truly change.

The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.

How well you tell your story determines how well your customers tell your story.

Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.

As we approach each of the great social challenges of our time we must acknowledge that old thinking will not provide the new solutions we need. These solutions will be uncomfortable, hard to sell and risky to execute. But the cost of not doing so is even greater.

Technology is teaching us to be human again.