By Simon Mainwaring
Palgrave Macmillan | 256pgs
Release Date: June 7, 2011

Summary:
Simon Mainwaring, a branding and social media expert who has worked with the world’s most influential corporations, proposes a new business paradigm in We First: How Brands and Consumers Use Social Media to Build a Better World. He envisions a world where companies leverage social media not only for profit, but for the improvement of the community as well. Mainwaring contends the “Me First” corporate greed mentality is unsustainable and harmful to society. Instead, the book offers an alternative to corporations and consumers, where decisions in the production and purchase of goods are made for the benefit of greater good. The idea of “contributory consumption” is introduced, where each commercial interaction contributes to the betterment of the environment, and the world at large. Case studies from global giants such as Pepsi, Toyota and Nike are used to show how new strategies can achieve success.

What critics are saying:
The book is named after We First, the social media consulting firm Mainwaring created to help companies contribute positively to society and the environment. Early editorial reviews have praised the social media expert for his vision of positive change in business and social responsibility. A review on the Inc. website finds that the book “serves up so much data that you can build your own social responsibility plan without cracking another book.” While a Kirkus Review concludes: “The author offers clearly written and well-informed solutions, and end-of-chapter synopses and an appended reference guide flesh out his vision. A must-read for those who want to understand and engage the power and potential of social media to promote a healthier, more equitable world.”