“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.”
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Refuse to accept the belief that your professional relevance, career success or financial security turns on the next update on the latest technology. Sometimes it's good to put the paddle down and just let the canoe glide.
What is sure is that technological change is accelerating in all directions and, like children playing in a fountain, consumers are reveling in the experience.
In fact, I believe the first companies that make an effort to develop an authentic, transparent, and meaningful social contract with their fans and customers will turn out to be the ones that are the most successful in the future. While brands that refuse to make the effort will lose stature and customer loyalty.
We now see numerous examples of brands working together to address issues such as environmental degradations, climate control, pollution, poverty and disease.