Make The Customer The Hero

Corporate Executives Need To Re-frame Their Responsibilities To Include The Interests Of All The Stakeholders In Society At Large; Not Just Shareholders, But Also Employees, The Citizens Of Our Communities, And Those Who Care About The Environment.

Done Correctly, Everyone From Individual Speakers To Large Organizations Can Inspire Citizens And Customers To Spread A Message Using Their Own Social Channels, And In So Doing, Inspire Countless Supporters To Build Their Reputation, Profits And Social Impact.

By Linking With Friends And Ultimately Strangers And Building Those Relationships, Social Media Is Reweaving The Social Fabric That Can Then Be Used To Scale Your Non-profit Efforts.

With The Never-ending Stream Of New Social Technologies, Apps And Platforms Rolling Out Every Day, Its Easy To Get Lost In The Minutiae Of Social Media. Yet For There To Be Effective Change, Especially Within Large, Top-down, Hierarchical Institutions, A Company Must Have An Over-arching Understanding Of The New Role It Has To Play.

In The Coming Years, If Not Sooner, Social Media Will Become A Powerful Tool That Consumers Will Aggressively Use To Influence Business Attitudes And Force Companies Into Greater Social Responsibility - And, I Suggest, Move Us Towards A More Sustainable Practice Of Capitalism.