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We first : how brands and consumers use social media to build a better world / Simon Mainwaring.

by Mainwaring, Simon.

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New York : Palgrave Macmillan, 2011.

Social responsibility of business.

Social media -- Economic aspects.

Branding (Marketing)

Internet marketing.

9780230110267 :

vi, 250 p. ; 25 cm.

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.

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.

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