Once upon a time, there was a generation of parents who were certain that Elvis Presley's unashamed hip-swivellingvwas most certainly the end of society.

This was the plan: we would take a holy and sacred picture of the King of Rock ‘n’ Roll, Elvis Presley, to the very summit of the earth; once there, we would place it with sincere reverence amongst the chimerical shimmering palaces of ice and snow and then (accompanied by some weird Zen magic) we would light joss sticks, dance about making screechy kung-fu noises, get off our faces, and that would be it: Planet Earth saved. Simple.

The human compulsion to group people and objects together was ingrained in our being since we evolved. We need to group things, group the dangerous and unknown from the 'safe to eat' or the 'it won't eat you' categories. Without the ability to categorise these threats, our ancestors wouldn't have survived.

And on cold wintry nights she loves listening to Elvis croon "Are you lonesome tonight?" just as I do.

Gen Y's work best in groups, collaboratively, transparently, interactively and entrepreneurially - and have already created positive change in many local communities and around the world.

Social media is a powerful tool to raise awareness and create change. But we must take care not to rely upon it as a reflection of our charitable efforts.