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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.

- Simon Mainwaring
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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.

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.

As we approach each of the great social challenges of our time we must acknowledge that old thinking will not provide the new solutions we need. These solutions will be uncomfortable, hard to sell and risky to execute. But the cost of not doing so is even greater.

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

More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.

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.

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.

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.

Technology is teaching us to be human again.

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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.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Like all technology, social media is neutral but is best put to work in the service of building a better world.