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

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

There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next?

The creative destruction that social media is currently unleashing will change more than technology or the leader board of the Fortune 100. It is driving a qualitative shift in the nature of relationships between brands and their customers.

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

As a function of the easy access to information provided by the Internet, and the ease with which it can be shared thanks to social media, consumers are now better informed as to the behavior of brands and the multiple global crises we face.