In what is being hailed a victory for the world’s rainforests, Burger King has dropped Indonesian palm oil producer Sinar Mas from its list of suppliers, the third major brand to cave to a Greenpeace pressure campaign that’s been stalking the corporate pages of Facebook over the past six months.

Creativity can be a powerful force, particularly in the world of cause-related marketing. But can so-called “good creative” motivate us to change our rigid ways? What if it’s to make the world a better place?

Do The Green Thing founder Andy Hobsbawm stole the show at our recent SMI10 conference with a talk on creativity and its crucial role in building social media community and currency.

Activists at Greenpeace have really stepped up their use of social media of late to recruit more and more members of the general public into its various corporate pressure campaigns. Just today, they’ve renewed the fight against BP in its ongoing stop- tar-sands-investment crusade by asking the general public to rebrand BP by redesigning the company’s corporate logo. So far, we’ve seen BP standing for “Bad People”, “Broken Promises” and “Bloody Pillagers”. And those are the tame ones.

PepsiCo continues to bring its do-gooder message to its vast social media following, this time partnering with Waste Management and Keep America Beautiful on a major green effort to help, well, keep America beautiful. Weapon of choice: the “Dream Machine”. Delivery method: blogs, Facebook, and Twitter.

You may not agree with Don Blankenship’s politics, nor with the Massey Energy CEO’s dim view of climate change science. You may find that his coal mining operation’s practice of detonating mountain tops to get …

Great work by Scott Douglas, who puts together this presentation on what could be the most successful social media pressure campaign yet: Greenpeace’s hijacking in recent days of Nestlé’s Facebook page on the way to getting the confectioner to drop its ties to an Indonesian palm oil supplier.

It’s not every day that a brand turns its most loyal followers into angry protesters. But Nestlé has done just that through its Facebook engagement.

I’m typing this post from Rome, a city where most everyone heads to the bar multiple times a day to consume a shot of caffè, leaving the cup behind for the barista to wash and …

How to build a online community that is more than just the sum of its numbers?
That’s the quandary facing so many companies and brands as they try and make sense of what value or benefit …