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.

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

The social business marketplace is effectively forcing brands to engage with consumers on the basis of something that is meaningful to them. More often than not, this takes the form of some core value that finds expression in a non-profit cause.

And if you look at the reality in the United States, where you have more than 40 million people below the poverty line and 42 million on food stamps, and then you look at poverty around the world, clearly the way we're running the engine of capitalism is not serving us well.

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

The simple act of saying 'thank you' is a demonstration of gratitude in response to an experience that was meaningful to a customer or citizen.

Social media is not about the exploitation of technology but service to community.