ABSTRACT
The era of telling the public how good a company is and expecting those messages to be embraced at face value is well and truly over. Consumers have access to so much information in real time nowadays that only those companies that back up their words with actions will win respect. How companies demonstrate and communicate their commitments to community, environment and greater society will go a long way to winning that respect. This chapter explores the ways that companies most effectively communicate using social media including blogging and online magazines, content marketing, documentary storytelling, animation and virtual reality. It features the work of Timberland, Philips, Patagonia, GE and Mondelez along with other brands.
