Make 2010 the year you “do some good.” Whether it’s donating to victims of the earthquake in Haiti or bowling for your local chapter of Big Brothers Big Sisters — social media platforms have leveled the playing ground, making it just as easy for a small entrepreneur or multimillion-dollar conglomerate to play a philanthropic role in the community.

Why should you expend energy on “giving?” Besides the obvious answer — because you can make a difference — there are some business advantages. Remember, “community” no longer defines a geographical region just outside your door. It represents a larger, virtual online community populated by your fans, customers and prospective customers. People talk about you in these virtual communities. And they share your links, events, white papers and postings.

Brand awareness has become very fluid, real-time and word-of-mouth. Wouldn’t it be nice for them to see a kinder, community-oriented side of your business? Wouldn’t it be nice if they could help you help others?

Study after study illustrates that people are taking a greater interest in their “footprint” — the impact they have on the environment, the role they can play in the lives of others, and the impact their purchase decisions have. Retailers took notice of this years ago and responded with product lines and charge cards that “give something back.”

Now, with the aid of Facebook, retailers can help better mobilize people. At the end of 2009, Whole Foods launched a “This is my year to …”campaign in stores, encouraging customers to Know Where My Food Comes From, Choose Organic, or Share My Plate. Using a Facebook application, shoppers could vote for their chosen New Year’s resolution, thereby directing funds to the Non-GMO Project, Mission Organic or Growing Power Inc., which provides sustainable food to people in need.

In Virginia, Farm Fresh partnered with NuRide and TRAFFIX to reward commuters with Farm Fresh groceries and discounts for carpooling, biking, walking, telecommuting or taking public transportation. Locally, Big Brothers Big Sisters allows Bowl for Kids’ Sake 2010 participants to share a fundraising application on their Facebook page. The possibilities are endless.

Consider this. While charitable donations are down — by about 10 percent — online giving using social networking is growing. Sixty-three percent of consumers plan to donate to charities online. Another 25 percent said personal e-mails and what friends and family member say on social media influence which charities they support.

So generate good karma, make positive impressions and increase brand loyalty — partner with a cause and mobilize fundraising with a channel that is increasingly accessible: Facebook.