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

The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.

Make the customer the hero of your brand's story.

Consumers desiring a better world have already achieved some successes in this regard, helping to transform several industries from the ground up.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

When a positive exchange between a brand and customers becomes quantifiable metrics, it encourages brand to provide better service, customer service to do a better job, and consumers to actively show their gratitude.

What is sure is that technological change is accelerating in all directions and, like children playing in a fountain, consumers are reveling in the experience.