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Often motivated by a desire to maintain the existing status quo, sloth almost cost the U.S. its auto industry, as it refused for decades to build fuel-efficient cars to compete with Japanese, Korean and European imports.

Simon Mainwaring

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Simon Mainwaring
Age: 58
Born: 1967
Born: January 1
Blogger
Writer
Car
Status
Auto
Build
Cars
Imports
Cost
Efficient
Sloth
Industry
Motivated
Korean
Almost
European
Refused
Desire
Maintain
Japanese
Often
Fuel
Compete
Decades
Existing

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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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Social media is not about the exploitation of technology but service to community.
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The false separation between living and giving must end.
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As a function of the easy access to information provided by the Internet, and the ease with which it can be shared thanks to social media, consumers are now better informed as to the behavior of brands and the multiple global crises we face.
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The launch of Google+ apps sends a powerful signal - the personalized web has begun. What this means is that the way information is structured and accessed will turn on the individual, or rather their personal profile which is a composite of all the data collected on the basis of what they have searched for and shared.
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How well you tell your story determines how well your customers tell your story.
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Perhaps the most powerful lesson other brands can learn from Nike is the need to act in accordance with the reality of the world we live in. In a mutually dependant, intimately connected global community facing several major crises, brands need to operate with an expanded definition of self-interest that includes the greater good.
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Ultimately, it's possible that social media platforms will be designed as templates that the users themselves customize in terms of the best way to express their community and experience of life, and brands will have to simply follow suit.
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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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Make the customer the hero of your brand's story.
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The framing of how we relate to each other within and across social media platforms will continue to become more sophisticated and nuanced in their expression of how we structure our relationships in our real world lives.
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The leverage and influence social media gives citizens are rapidly spreading into the business world.
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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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The currency of universal values make brands innately sharable.
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It is a truly powerful phenomenon when a brand makes a stand for what it believes in.
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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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The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.
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Consumers now have a voice. And the fact that consumers can be creators, producers and distributors means they can push back against brands to punish them for their socially irresponsible behavior or reward them for their responsible behavior.
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The advent of Google+ and the emergence of the personalized web means this is more true than ever. Brands, and their advertising partners, must wake up to this challenge and define themselves with clarity, consistency and authenticity. Otherwise they just might find themselves shouting in a ghost town.
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