By linking with friends and ultimately strangers and building those relationships, social media is reweaving the social fabric that can then be used to scale your non-profit efforts.

Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.

It is time for corporate America to become 'the third pillar' of social change in our society, complementing the first two pillars of government and philanthropy. We need the entire private sector to begin committing itself not just to making profits, but to fulfilling higher and larger purposes by contributing to building a better world.

Without question, CEOs, executives and employees in companies in the United States and around the world have rallied to face the challenge of a social media marketplace.

A world in which government is burdened by historic debt, philanthropy has limited resources, and the private sector is only interested in its own personal gain is simply unsustainable.

Social media demands a lot of us on top of our already demanding lives. So let's disconnect as we need to and renew our interest and ourselves.

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