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In this paper we provide evidence of successful online learning experience with UAE students at Zayed University in the UAE. First we describe the processes and technologies used in delivering the online course "Virtual Business Challenges". Based on survey results we discuss students’ evaluations and experience and the technologies used. Overall, students had a positive learning experience in the course.

The purpose of this paper is to contribute to the theory and applications in social business and accountability.

The paper develops the theoretical arguments, shows the importance of non‐accounting measures, explores available non‐accounting measures and suggests BSC as an externally validated reporting tool.

There is a need to expand the accounting base to non‐financial measures; social business and social enterprises do not have externally validated performance reports and there is no benchmark data to compare performance.

This is a conceptual and theoretical study. It needs empirical validation.

Using the suggested measurement and reporting will make public accountability transparent and expand the accountant's social role. It will motivate teaching of social business in accounting.

The study supports social business as a legitimate entity; corporations engaged in social business will be more publicly responsible; the study will encourage investment in social business; small entrepreneurs from the bottom of the society will have an opportunity to participate in the economy; and the poor will participate in the economy, will expand the economy and contribute to social and economic development.

The paper includes guidelines for implementing the proposed BSC, performance measurements and reporting techniques.