ABSTRACT
All social media networks have one thing in common: strip away the trendy names and minimalist logos, and what you’re left with is a powerful, democratised publishing platform. Over the years brands and companies have adapted their own storytelling to the interests of the community so that YouTube has become a powerhouse platform for the entertainment industry, Vevo the go-to network for musicians and record labels, Pinterest and Instagram virtual shop windows for fashion and retail brands, and Linkedin a destination for professional services and legions of consultants to share their “expertise”. This chapter explores how some of the world biggest brands have approached sustainability communications through social networks.
