The keys to brand success are self-definition, transparency, authenticity and accountability.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling.

The United States is at a critical juncture in time. Our government is riddled with historic debt, and the limited resources of philanthropic and non-profit efforts cannot meet the scale of social challenges we face with necessary force.

Brands must have a point of view on that purposeful engagement, whether it's directed towards the environment, poverty, water as a resource or causes such as breast cancer or education. Merely declaring your commitment to a category or cause will not be enough the distinguish your brand sufficiently to see a return on these well-intended efforts.

Your computer needn't be the first thing your see in the morning and the last thing you see at night.

Make the customer the hero of your brand's story.