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Social media have exposed companies to the expectations of their stakeholders. These expectations are now well known: public opinion obliges companies to respond to social forces and not only market forces.
The communications challenge is substantial. The aim is to show how a company contributes to the common good, for people to understand the benefits of its action for society as a whole, demonstrating what the company’s basic purpose is.
Not only did social media create this need, they have helped to reveal it and have built it up. It entails speaking less about oneself (spreading messages) and taking more interest in others (discussing topics). Indeed, how can you interest online communities if you only talk about yourself?