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Executives can no longer hide behind the corporate veil. They need to be accountable for what their companies do, because entities are responsible for socially irresponsible behavior.

Simon Mainwaring

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Simon Mainwaring
Age: 57
Born: 1967
Born: January 1
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The way customers relate to brands and how profit is generated has changed so dramatically almost every professional is being challenged to reconsider what they do in order to stay relevant.
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Concerned consumers are realizing that they can use social media to organize themselves around shared values to start effective movements. Social media gives them a sounding board to share ideas, as well as a means to punish irresponsible corporate behaviors.
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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.
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Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.
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Not since the digital revolution in the early '90s has technology placed such a comprehensive burden on business, employees and individuals to reinvent their business plans, services and products, and themselves to keep pace with the changing marketplace.
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The false separation between living and giving must end.
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Social media is not about the exploitation of technology but service to community.
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Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.
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When something works for you or another brand, ask yourself, 'Why?' Then don't copy it but think about what you can do that's unique to you and better.
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The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.
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Integrate purpose into your for-profit business model through a long term commitment to a cause that is aligned with your core values and those of your community.
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Move your personal investments and retirement funds to socially responsible investment (SRI) funds that support only those corporations that uphold higher standards of behavior. Returns on SRI funds are usually equal to, if not better than, many of the well-known traditional mutual funds.
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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.
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Non-profits must become deeply engaged in the ways that their donor communities are using social technology.
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Effectively, change is almost impossible without industry-wide collaboration, cooperation and consensus.
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CEOs must embrace the role of serving as the public face of the company to their customer community and the marketplace at large.
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One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.
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The currency of universal values make brands innately sharable.
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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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If a brand wants to build social communities, capital and influence, it must become the chief celebrant of its community, not its celebrity. This simple shift in approach unlocks enormous transformative potential for brands.
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