ABSTRACT
Communications plans and metrics must address what matters to leaders for success of the business. The site requires potential customers to back out from wherever they are when they are inspired to act and go to the main page to find and use the general contact number to phone the company. Corporate communications professionals must use their skills to articulate the organization's environmental, social and as well as the more traditional economic commitments to all of these groups and be prepared to discuss actual performance against goals and objectives. Twitter chats can generate a great deal of engagement, and should be planned like any other presentation or event; including talking points, key messages and supporting information. Digital media allows for crowdsourcing and collective intelligence to solve problems. Julie Urlaub's successful sustainability practice is based on the belief that social media engagement tools offer an 'evolved approach to stakeholder participation'.
