Non-profits must become deeply engaged in the ways that their donor communities are using social technology.

Social media is not about the exploitation of technology but service to community.

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

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

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.

The question remains: which brands will commit to creating a private sector pillar of social change, and which will become casualties of their own outdated thinking?