Trust Inc. : how business wins respect in a social media age / Matthew Yeomans.

Format:

Book

Author/Creator:

Yeomans, Matthew, author.

Language:

English

Subjects (All):

Corporate image.

Internet in public relations.

Social media.

Physical Description:

1 online resource (187 pages)

Place of Publication:

London ; New York : Routledge, Taylor & Francis Group, 2018

Summary:

"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."-- $c Provided by publisher.

Contents:

The social age

A short history of social media

How social media made sustainability mainstream

Learning to listen after a century of shouting

The trust factors

Collaboration and the power of the crowd

Radical transparency

Leaders needed

Empower and educate

Inspiring behaviour change

The know how

How to show not tell

The social network effect

How to save the sustainability report

How to embrace the global goals

Epilogue

Bibliography

Index.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

1-351-11161-2