ABSTRACT
The instant information age has irrevocably changed how people create, share, receive, judge and interact with information. At the same the focus on transparency and authenticity driven by sustainability as a business model has transformed the role of business communicators from developing and disseminating carefully prepared messages to a model that requires true stakeholder engagement. Some are using their websites primarily as online versions of their marketing brochures, posting press releases and even using Twitter to spit out a flurry of 140 character 'sound bites' without a strategy for engagement. The role of social media shares similar values to sustainability: authenticity, transparency, and engagement. Noticeably, all of which are key characteristics which build trust and authentic real relationships', explains Julie Urlaub. What are important to note is the different social media platforms used by Unilever to illustrate what sustainability means to their organization.
