Trust Inc. : How Business Wins Respect in a Social Media Age
173 p. 23 cm
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.
Table of Contents
Introduction Chapter 1: A short history of social media Chapter 2: Sustainability goes mainstream Chapter 3: Learning to listen Chapter 4: Collaborate with the crowd Chapter 5: Radical transparency Chapter 6: Leaders needed Chapter 7: Empower and educate Chapter 8: Inspiring behaviour change Chapter 9: How to show not tell Chapter 10: How to use social networks Chaper 11: How to communicate your sustainability report Chapter 12: How to embrace the global goals Epilogue