This paper aims to stimulate collective action in relation to protecting and enhancing human rights, focusing on the freedom of expression on the Internet through responsible business practices. It lays out the challenges and opportunities involved in paving the way ahead. It draws on existing work, looks at some dilemmas the ICT sector faces and the guidance already available to businesses. This paper also feeds into the discussion begun at the first Stockholm Internet Freedom Forum for Global Development. The paper concludes by presenting three main areas where continuous efforts in 2012 are essential, and what the respective roles of States and businesses could be. [refers to Facebook, Twitter, YouTube (part of Google)]