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.

Done correctly, everyone from individual speakers to large organizations can inspire citizens and customers to spread a message using their own social channels, and in so doing, inspire countless supporters to build their reputation, profits and social impact.

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

More and more companies are reaching out to their suppliers and contractors to work jointly on issues of sustainability, environmental responsibility, ethics, and compliance.

Any institution faces two basic choices if they hope to spark new ideas. One is to leverage the brains trust within their organization by creating a special event dedicated to new thinking. The other is to look outside themselves to stimulate solutions.

Social technology gives leaders a vital new platform with which to connect their companies to the myriad stakeholders who have an interest in their well being.

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.