Anyone that is connected with me on LinkedIn or Twitter knows that I'm a big advocate of Paying it Forward.  In fact my first book talked about the subject - and encouraged readers to embrace the philosophy.

 In the past few years I have had the privilege of meeting what I call - for a lack of a better term - social media do-gooders.  Folks who have used social media for the Greater Good.

There are several great examples out there, but the one that comes to mind first is Geoff Livingston - @geoffliving on Twitter.  About the time of South by Southwest 2010 Geoff decided to use Twitter to raise money for Lance Armstrong's Living Strong Foundation by challenging his followers to donate money to the cause.  The kicker - Geoff pledged to get a tattoo at South by Southwest if the donations totalled at least $5000.

He not only succeeded - he reached his goal and then some - but he also had friends live Tweet the tattooing process.

For me, the fact Geoff was able to reach his goal in a matter of just a few days - speaks volumes to the power of social media.

Geoff Livingston is just one example of how social media is an amazing way to pay it forward.  It is, in fact, the largest pay it forward playground in history.

Never before have we been able to meet and help so many people almost immediately than we can through LinkedIn, Twitter and Facebook. 

I've been fascinated with the use of social media for the greater good in so many ways.  Tweetsgiving, drives to help cancer patients, even the use of text donations to the Red Cross during the Haiti crisis.  (Yes, I consider texting a form of social media).

We all, as individual and as enterprises, have the opportunity to really make a difference in this world.  The very cool thing about social media is that you don't have to be a huge corporation in order to raise awareness - and funds - for the cause you are championing.

Marquee brands are participating in the use of social media for the greater good, with mixed results.  If your company uses paying it forward with the underling motive of promoting your products and services, you will, in the end, be found out and the social media community will call it as it sees it.

If you are truly inspired by the Lance Armstrongs and the Geoff Livingstons of the world and want to make a difference, then social media can strengthen your message, further your reach and help your enterprise help others in need.

So, if you're a business - small or large - use social media to Pay it Forward and help do something for the Greater Good.