While today's consumers demand that organizations be Socially Smart, we can't forget that they themselves are savvy. Poorly executed, off-brand or inauthentic strategies receive backlash. Organizations need to approach Social Smarts™ strategies with the same frameworks that guide their core business choices. "More than a cost, a constraint, or a charitable deed–it can be a source of opportunity, innovation, and competitive advantage." That's why the commitment of time and attention from those with expertise spanning for-profit and non-profit worlds is critical. Luckily, we've got that!