Now more than ever, we are starting to see companies join in their efforts towards philanthropy or some form of corporate social responsibility. Linda Novick O'Keefe writes in her article, Social Ethics: A Peek Into 2012, "In an era of global connectivity and instant media, companies increasingly view philanthropic campaigns as an intrinsic component of a successful business strategy, rather than an external obligation". Companies are becoming more aware of global conscious consumers and are reaching out to those consumers through social media sites in hopes to increase their future margins.
