“The keys to brand success are self-definition, transparency, authenticity and accountability.”
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There is a fundamental shift that social media necessitates in business today - the need to transition from 'Me First' to 'We First' thinking.
In the coming years, if not sooner, social media will become a powerful tool that consumers will aggressively use to influence business attitudes and force companies into greater social responsibility - and, I suggest, move us towards a more sustainable practice of capitalism.
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.
Social technology gives leaders a vital new platform with which to connect their companies to the myriad stakeholders who have an interest in their well being.