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.

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

Consumers now have a voice. And the fact that consumers can be creators, producers and distributors means they can push back against brands to punish them for their socially irresponsible behavior or reward them for their responsible behavior.

When something works for you or another brand, ask yourself, 'Why?' Then don't copy it but think about what you can do that's unique to you and better.

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.

In today's social business marketplace Facebook is one of the best places for nonprofits to be discovered and connect with a larger audience on the basis of shared values. So to get started, a non-profit should launch a Facebook page and invite your existing real world community to connect your cause and their networks.

Ensure your employees understand what your brand stands for so they can be your first line of word-of-mouth advertising.