Alert:
Usually organizations as well people have the tendency of rationalizing processes according to their first steps, forgetting the connection links and responses which may exist.

Considerations
When the world ’social” comes up to anyone’s mind there is a common concern: it is important!
When we try to identify its real meaning translated into actions or practical plans of a regular company or person we find out: there is an empty space surrounding it.

The given “verbal” importance remains on the superficial level of attitudes. There is a huge distance between the “living social action” and the “fame” of the social approach.

As many think, the social engagement is not a “philanthropic” attitude. Actually, it works as a two-way process.

One Way:
The real commitment based on a range of considered values.
This commitment must be built from inside out and requires creative and personalized choices.

Another Way:
Helping charities or needed people economically does not build real social links. It is a well intended way of acting or a marketing strategy sometimes trying to present an image of that.

The choices to play a real part in the social engagement should come up as fruit of their high purposes. Not as a complementary option.

Social focus inside out

Social attitudes shall be inspired inside the companies. Time to take part in programs may be part of the working schedule.
To work focusing on social issues is a surprising way to produce consistency in the relations with clients, customers, stakeholders and, most important of all, in the core of the own organization or company.
Participation is the basis of any link. That is what will show others the real face of a company, department or organization.

The social focus is a must! Not a choice.
Those who don´t consider it, will sooner or later be expelled from the new market of the millennium. The new millennium customers and clients will demand such kind of attitude.
The visibility of an organization must have this “social focus” stamped on their faces.

Marketing

The world of marketing is being taken by the world of social relations. The real advertisement is the truth. The surprising way to be shown by those who want to try new advertisements is the way of truth.
That creates links much deeper than anyone could imagine. That creates fidelity and confidence.

Dangerous edge
The marketing agencies have to adapt to the new coming reality: they must be inserted into the world of social relations and not the opposite as many thought and did for so long.

Considerations
The character of any organization needs to be clear and that includes its commitment towards the social as well.
The real marketing flows through the subtle feelings which dwells in each one’s minds.
Faith is a personal choice. Made by the conjunction of data (intellecualt) and feelings (emotional). These aspects derivate from the personal background. That means that the clearer the impressions someone has, the clearer will be the vision one will record in its mind.
That depends on which relation is being established between the organization, company, business or whatever.

Relevancy
What is going to remain relevant is the perception left in the people, orgs, stakeholders. There will be deep impact when the communication channel, usually filled with artificial elements, is based in true values.
That is going to be perceived by the regular contacts - people, contacts, stakeholders and even by competitors.

Of course we are talking about new times and transition times. That leads to a changing market.
Life itself demands a complete transformation. That, of course, includes human being attitudes. That is not only going to be a choice but also, it is going to be the last gate for survival.
The gate for the social needs to be opened once for all. That means to open possibilities for co-creating the new.