One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.

As we all know, lasting relationships can't be rushed.

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

As a function of the easy access to information provided by the Internet, and the ease with which it can be shared thanks to social media, consumers are now better informed as to the behavior of brands and the multiple global crises we face.

As more people use social media to tell the story of the future, the wants and needs of more people will be reflected.

Companies, to date, have often used the excuse that they are only beholden to their shareholders, but we need shareholders to think of themselves as stakeholders in the well being of society as well.

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.