Google jumped into action after the Japanese earthquake, setting up a Web app to help survivors track down missing friends and relatives -- a smart move that drew on the company's core strengths, writes Jim Nichols. Just as the army is better off helping with logistics and distribution than with fundraising, Nichols argues, so too companies should donate their time and expertise rather than merely cash. "It is not efficient to simply throw money at a problem. Instead, it is usually more beneficial to share your skills and talent," he writes.
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