Since most corporate competitors have the same problems with sustainability and social reputation, it's worth trying to solve them together.

In fact, I believe the first companies that make an effort to develop an authentic, transparent, and meaningful social contract with their fans and customers will turn out to be the ones that are the most successful in the future. While brands that refuse to make the effort will lose stature and customer loyalty.

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

Integrate purpose into your for-profit business model through a long term commitment to a cause that is aligned with your core values and those of your community.

As a function of the easy access to information provided by the Internet, and the ease with which it can be shared thanks to social media, consumers are now better informed as to the behavior of brands and the multiple global crises we face.

Work with your competitors when the interest of the community and planet are at stake.

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.