????從前，只要企業自稱“綠色企業”，消費者就會相信。那時，人們還不像如今這般審慎，又或許手段實在太少，難以核查企業聲明的真實性。那些日子對企業來說或許就仿若置身于已經消失的伊甸園中。某個大型企業集團盡可以宣稱“我們促進了環保”，便會有一眾消費者欣然點頭，深受感動。瞧，那個時候多好啊（反正對企業很好）！

????但今非昔比。現在大公司不能只是嘴上說說，還必須付諸行動，肩負起社會責任。這就是《有心者勝》一書的觀點。這本新出的商業著作和偽企業社會責任識別手冊出自大衛?瓊斯之手，他是法國廣告巨頭哈瓦斯集團（Havas）的CEO。

????早就有人主張，企業應該承擔起社會責任，證明自己在造福于社會（不管是從事環保經營、社區發展還是其他的有益行為）。也早就有人主張，企業有必要關注消費者在社交媒體上對它們的評價。該書的主旨在于，這兩種主張如今已經形成了某種內在的關聯性。簡單說來就是，如果企業沒有在社會責任領域做到公開透明，就會在社交媒體領域嘗到教訓。

????可能會有人說，這種捆綁式的辭令同樣是老調重彈。但瓊斯在最近接受《財富》雜志（Fortune）訪問時說，他不斷見到許多大公司的CEO仍然樂而忘憂，對社交媒體及其力量毫無戒備。更糟糕的是，許多人更打算直接無視它。

????“我跟世界各地的人都談起這些事情，他們卻把我當成左翼瘋狂分子來看，”他說。“在年輕人和媒體人的眼中，我所寫的或許只是些顯而易見之事。但對許多企業高管而言卻并非如此。只要找當今的CEO們聊聊就會發現，他們當中有許多人都認為，社交媒體不過是一時的風潮，微不足道，終將式微。”

????不管你覺得這本書的觀點有沒有吸引力，有沒有新聞價值，書中大部分的內容讀起來都令人愉悅。《有心者勝》一書篇幅不長，封面搶眼，內容的目標定位卻不夠清晰，教人分不清這到底是企業指南、市場趨勢分析還是自傳。不過瓊斯這位魅力非凡的英國人用有趣的個人軼事和大量的實例彌補了這些瑕疵。其中有許多故事甚至連嗅覺最敏銳的新聞記者都有可能錯過。

????商界人士都記得（或許還帶著一絲苦笑），英國石油公司（BP）前CEO唐熙華曾在墨西哥灣原油泄漏事件后表示——他渴望重新過上安生的日子。若是時間提早五年，他的過失可能并不會讓他狼狽至斯。當中的差別在哪里？答案就是社交媒體。

????There was a time when corporations could merely say, "We're green," and consumers, not yet as scrutinizing as they are today, or perhaps simply less equipped to check up on corporate claims, would believe it. For corporations, those days probably feel like a lost Eden. "We help the environment," Mega-Conglomerate X would announce, and Consumers Y & Z would smile and nod, and be duly impressed, and lo, it was good (for the companies, anyway).

????Now those days are gone, and big businesses can't just talk the talk, but must walk the socially responsible walk. Such is the argument of Who Cares Wins, a new biz book and pseudo CSR manual by David Jones, CEO of the French advertising giant Havas.

????There's nothing new about arguing that businesses need to be socially responsible and prove they do positive work (whether that means environmentally-friendly operations, community outreach, or other good deeds). Nor is it news that companies need to care about what customers say about them on social media. The book's main argument is that these ideas are now intrinsically linked. In short, companies will be punished in the latter space for not being transparent in the former.

????Some would argue that this rhetorical marriage isn't new either. But in a recent a sit-down with Fortune, Jones said he continually meets CEOs of major corporations who remain blissfully unaware of social media and its power. Worse, many of them wish to ignore it.

????"I talk to people all around the world about this stuff, and they look at me like I'm a left-wing loony," he said. "To young people or people in media, it probably seems like I've written something obvious. But to so many executives, it really isn't obvious. If you talk to CEOs today, many of them think social media is a fad, something trifling that will go away."

????Whether or not you find its premise interesting or newsworthy, the book is mostly a delight. A slim little volume with an appealing cover, Who Cares Wins doesn't always know what it wants to be -- corporate guide, market trend analysis, or autobiography. But Jones, a charming and engaging Brit, makes up for these small weaknesses with amusing personal anecdotes and hordes of examples, many of them stories that even the most attentive newshounds could have missed.

????Everyone in the business world remembers, perhaps with a sad laugh, when BP (BP) leader Tony Hayward said that he wanted his life back after the Gulf spill. Five years ago, Hayward's gaffe would likely not have achieved the same level of notoriety. What's different now? Social media.