“Like all technology, social media is neutral but is best put to work in the service of building a better world.”
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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.
When people align around shared political, social, economic or environmental values, and take collective action, thinking and behavior that compromises the lives of millions of people around the world can truly change.
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.
More than ever before, consumers have the ability to unify their voices and coalesce their buying power to influence corporate behaviors.