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That Lovelock chap the Gaia thing was on Radio 4 this morning saying - if I remember correctly - that the UK would not be much affected by global warming directly but would suffer INdirect consequences: eg hoards of south Europeans coming here to live, as their own areas of France, Spain, Italy etc become uninhabitable.
If you do this effectively, then you'll also meet your INdirect goal, of growing your business and making more money.
If your company effectively uses these tools in the same way, then an INdirect result will be that your company's awareness online, especially among those active on social sites, will grow.