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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.

Simon Mainwaring

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Simon Mainwaring
Age: 57
Born: 1967
Born: January 1
Blogger
Writer
Way
Media
Connect
Transformative
Ways
Brands
Enabling
Company
Consumers
Potentially
Start
Meaningful
Participate
Ability
Companies
Conversations
Purpose
Profit
Currency
Social
Impact
Marry
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Encourage
Earns

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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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If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story.
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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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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.
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Effectively, change is almost impossible without industry-wide collaboration, cooperation and consensus.
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The companies that make meaningful contributions while also listening to the voices of others are the ones that will genuinely engage their community, who will then go to work for them.
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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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One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.
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Corporate America cannot afford to remain silent or passive about the downward spiral we are undergoing. It cannot turn a blind eye to how difficult the experience of life is for so many of their customers.
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Companies, to date, have often used the excuse that they are only beholden to their shareholders, but we need shareholders to think of themselves as stakeholders in the well being of society as well.
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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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Social media demands a lot of us on top of our already demanding lives. So let's disconnect as we need to and renew our interest and ourselves.
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Work with your competitors when the interest of the community and planet are at stake.
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Creating a better world requires teamwork, partnerships, and collaboration, as we need an entire army of companies to work together to build a better world within the next few decades. This means corporations must embrace the benefits of cooperating with one another.
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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 new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.
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How much do you as a consumer value a positive experience with a brand or its customer service department? How willing are you to share that with your friends? How inclined are you to let that person know that you're interaction with them was positive?
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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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Without question, CEOs, executives and employees in companies in the United States and around the world have rallied to face the challenge of a social media marketplace.
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Consumers want a better world, not just better widgets.
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