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

Today's consumers are eager to become loyal fans of companies that respect purposeful capitalism. They are not opposed to companies making a profit; indeed, they may even be investors in these companies - but at the core, they want more empathic, enlightened corporations that seek a balance between profit and purpose.

The currency of universal values make brands innately sharable.

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.

When a positive exchange between a brand and customers becomes quantifiable metrics, it encourages brand to provide better service, customer service to do a better job, and consumers to actively show their gratitude.

We now see numerous examples of brands working together to address issues such as environmental degradations, climate control, pollution, poverty and disease.

If capitalism is to remain a healthy, vibrant economic system, corporations must participate in taking care of the society and the environment in which they live.