“We need to develop and disseminate an entirely new paradigm and practice of collaboration that supersedes the traditional silos that have divided governments, philanthropies and private enterprises for decades and replace it with networks of partnerships working together to create a globally prosperous society.”
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Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.
Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.
What today's business reality makes clear is that brands cannot survive in a society that is failing economically, socially, ethically, and morally.
Non-profits must become deeply engaged in the ways that their donor communities are using social technology.