We First: How Brands and Consumers Use Social Media to Build a Better World Review

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We First: How Brands and Consumers Use Social Media to Build a Better World ReviewThere are many books about leveraging social media for business - this isn't exactly one of those. Like the equally inspiring and forward-thinking Pulse: The New Science of Harnessing Internet Buzz to Track Threats and Opportunities, this book is about what the author hopes will be the broader implications of social media. Both Pulse and We First discuss implications for business but where Pulse spends more time on social media as a forecasting tool, We First is about potentially positive changes for capitalism.
Mainwaring is not an anti-capitalist, but he believes capitalism needs to be transformed and that social media is the way to do it. He believes that social media could even affect accountability, sustainability, fairness and "global citizenry". His arguments for these effects are based on a series of interesting real-world case examples such as the flash mob that showed up at a stock holders meeting to demand repayment of executive bonuses paid out when the company had its worst quarter.
The author may be stretching what can be concluded from the examples. It seems a bit credulous to believe that social media will change aspects of capitalism that aren't so much capitalism but fundamental aspects of human behavior. Does the information from social media actually take people who are inclined to think short term, to dodge accountability or to be greedy and make them think about sustainability, become fiscally responsible and to have a sense of fairness? So far, only stiff regulations have had any effect on this. But it is clear that the transparency of both the corporation and the consumer could be improved with social media. And Mainwaring has expanded that to an exciting vision for capitalism.We First: How Brands and Consumers Use Social Media to Build a Better World Overview

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