One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.

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

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.

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 new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.

The leverage and influence social media gives citizens are rapidly spreading into the business world.