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

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

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

The role of social media is critical because it helps to spread cognitive dissonance by connecting thought leaders and activists to ordinary citizens rapidly expanding the network of people who become willing to take action.

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.

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