Title: We first : how brands and consumers use social media to build a better world /
Authors: Mainwaring, Simon.
Publisher: Palgrave Macmillan,
Year: 2011
Subjects: Social responsibility of business.; Capitalism; Social media Economic aspects; Branding (Marketing); Internet marketing
Abstract: A social media expert with global experience with many of the world's biggest brands --including Nike, Toyota and Motorola--Simon Mainwaring offers a visionary new practice in which brands leverage social media to earn consumer goodwill, loyalty and profit, while creating a third pillar of sustainable social change through conscious contributions from customer purchases.
Contents: Transforming the engine of capitalism -- Redefining self-interest from me first to we first -- The future of profit is purpose -- Creating sustainable capitalism in five ways -- Instilling we first values into capitalism -- Why the world needs a responsible private sector -- How brands build their business and a better world -- How consumers build responsible brands and a better world -- How contributory consumption creates sustainable social change -- The global brand initiative : the future of the private sector.