Integrate purpose into your for-profit business model through a long term commitment to a cause that is aligned with your core values and those of your community.

In today's social business marketplace Facebook is one of the best places for nonprofits to be discovered and connect with a larger audience on the basis of shared values. So to get started, a non-profit should launch a Facebook page and invite your existing real world community to connect your cause and their networks.

In the social business marketplace, brands that hope to build loyal and growing communities do so most effectively when they demonstrate their core values and allow a community to build and engage around it.

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

Effectively, change is almost impossible without industry-wide collaboration, cooperation and consensus.