Trust Inc
Subtitle: how business wins respect in a social media age
By: Matthew Yeomans
Published: 2018
Language: eng
Number of pages: 173
ISBN-13: 9781783538102; 9781783537488
Copyright date: 2018
Subjects: Internet in public relations; Corporate image; Social media
Description: "We are entering the age of sustainability--a business era where every company, big and small, must adapt its way of doing business to meet the realities of climate change, a finite supply of natural resources, evolving attitudes about inequality, increasing digitisation and automation. At the same time companies must meet the demands of consumers as they adjust to this rapidly changing way of life. Supercharging this change in consumer behaviour is social media--a communications revolution that is democratising and disrupting society in ways never seen before. In this book, Matthew Yeomans explains why embracing sustainability is key to helping companies articulate their sense of purpose (and their reason to exist) in a world where social media is eroding trust in all institutions. The book shows how social media has made sustainability a mainstream concern for all society, how it compelled companies to be more authentic and accountable in their actions and how it will continue to shape how companies communicate the importance of sustainability to all of society. This book is a powerful guide for both communication and marketing professionals in business, especially Fortune 500, FTSE 250 companies and agencies, on how to use social media to communicate with their audiences and stakeholders in an authentic way. It is also a guide/text book for the growing field of sustainability communication in higher education."--
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction; title: Part 1. The social age; title: A short history of social media; title: How social media made sustainability mainstream; title: Learning to listen after a century of shouting; title: Part 2. The trust factors; title: Collaboration and the power of the crowd; title: Radical transparency; title: Leaders needed; title: Empower and educate; title: Inspiring behaviour change; title: Part 3. The know how; title: How to show, not tell; title: The social network effect; title: How to save the sustainability report; title: Global goals for winning trust; title: Epilogue.