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" Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred. "

Simon Mainwaring

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" 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. "

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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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" More and more companies are reaching out to their suppliers and contractors to work jointly on issues of sustainability, environmental responsibility, ethics, and compliance. "

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" Some critics have challenged what the return on investment is for engagement in social media. Others have complained that the metrics don't exist to demonstrate value. "

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" 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. "

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" The keys to brand success are self-definition, transparency, authenticity and accountability. "

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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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" Many corporate leaders and employees have the right intentions, but it can be overwhelming when you consider how everything is affected from leadership styles, to organizational structure, to employee engagement, to customer service an marketplace. "

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" Business practices and how we treat the planet are also in desperate need of re-humanization. "

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" Ensure your employees understand what your brand stands for so they can be your first line of word-of-mouth advertising. "

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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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" The currency of universal values make brands innately sharable. "

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" For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling. "

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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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" The false separation between living and giving must end. "

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" Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society. "

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" We now see numerous examples of brands working together to address issues such as environmental degradations, climate control, pollution, poverty and disease. "

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Working Together

" Non-disclosure in the Internet Age is quickly perceived as a breach of trust. Government, corporations and each of us as individuals must recalibrate how we live and share our lives appropriate to the information now available and the expectations of others. "

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" The evolution of social media into a robust mechanism for social transformation is already visible. Despite many adamant critics who insist that tools like Facebook, Twitter, and YouTube are little more than faddish distractions useful only to exchange trivial information, these critics are being proven wrong time and again. "

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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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" Any institution faces two basic choices if they hope to spark new ideas. One is to leverage the brains trust within their organization by creating a special event dedicated to new thinking. The other is to look outside themselves to stimulate solutions. "

Simon Mainwaring

" 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. "

Simon Mainwaring

" There is a growing awareness among brands that in order to participate in conversations that are taking place across social networks, they must join these discussions on the basis of something that is meaningful to their customers. "

Simon Mainwaring

" The most impactful way consumers can assert their power is to become mindful shoppers, giving their dollars only to socially responsible companies. In today's world of social media and smart phones, this is easy to do. "

Simon Mainwaring

" Brands must be very specific in their choice of social media platforms through which to communicate their CSR or cause messaging. "

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" The simple act of saying 'thank you' is a demonstration of gratitude in response to an experience that was meaningful to a customer or citizen. "

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" Greed has increasingly become a virtue among Wall Street bankers and corporate CEOs in the U.S. Nowhere else in the world do CEOs insist on receiving compensation as high compared to what their employees earn. "

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" Consumers want a better world, not just better widgets. "

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" 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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" Social media companies must combine their mastery of the latest in real-time, location based or augmented reality technologies in the service of clear and consistent storytelling. "

Simon Mainwaring