Some critics have challenged what the return on investment is for engagement in social media. Others have complained that the metrics don't exist to demonstrate value.

Technology is teaching us to be human again.

Brands must empower their community to be change agents in their own right. To that end, they need to take on a mentoring role. This means the brand provides the tools, techniques and strategies for their customers to become more effective marketers in achieving their own goals.

More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.

The framing of how we relate to each other within and across social media platforms will continue to become more sophisticated and nuanced in their expression of how we structure our relationships in our real world lives.

Corporate executives need to re-frame their responsibilities to include the interests of all the stakeholders in society at large; not just shareholders, but also employees, the citizens of our communities, and those who care about the environment.

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