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.

Let's hope brands recognize that the true power of this technology is not its reach but its ability to communicate substance that adds meaning to our lives. Otherwise, brands will be investing in technology that consumers simply won't buy.

Technology is teaching us to be human again.

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

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

Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred.

The simple act of saying 'thank you' is a demonstration of gratitude in response to an experience that was meaningful to a customer or citizen.