Earlier this week at the Social Media World Forum, David Terrar was asking if any of us could name one company with a co-ordinated, coherent, holistic “social” approach to corporate communications.

Zappos? Cisco? Dell, maybe? A German bank that David mentioned… [NB: There are also examples like WL Gore – companies that are “social in essence”]

The problem came up again yesterday at the SOMESSO/ Headshift Social Business Summit: where are the fully-integrated case studies?

A central plank of 90:10, David Cushman’s new project, is investing in new, social, businesses. Such a great idea!

I wish 90:10 all the best. And I’d love to hear more about any other investors dedicated to backing social start-ups.

Lord knows, we need them.