Contents

  1. Acknowledgements

  2. Executive summary

  3. Section 1: introduction and context
    1. Box: Social media statistics - the big three
    2. 1.1 Ethical Corporation and Useful Social Media survey: Social media and crisis communications
    3. 1.2 Perspectives on social media: tweet or roar?
      1. Box: Campaigning waves
    4. 1.3 The changing activist relationship
    5. 1.4 Social media and a communications tool
      1. Box: Campaigns - how to win
    6. Figure 1: The pyramid of engagement

  4. Section 2: Social media in action
    1. 2.1 What is a crisis?
    2. 2.2 Look at this!
      1. 2.2.1 You must be joking
        • Case study: Greenpeace v Nestlé
      2. 2.2.2 See for yourself
        • Case study: BP's Deepwater Horizon
    3. 2.3 Sign up!
      1. 2.3.1 Shell in the spotlight
      2. 2.3.2 Facebook and Unfriend Coal
      3. 2.3.3 38 Degrees and online petitioning
    4. 2.4 Do something!
      1. 2.4.1 Hugh' Fish Fight
    5. 2.5 Change policy! (Change the world!)
      1. 2.5.1 Invisible Children and Joseph Kony
      2. 2.5.2 Shell in Syria
    6. 2.6 Follow the money!
      1. 2.6.1 Connecting with shareholders
      2. 2.6.2 Moxyvote and shareholder activism

  5. Section 3: The corporate response
    1. Box: Social media survey - highlights and insights
    2. 3.1 Rising to the challenge
    3. 3.2 Demands and dynamics
      1. Box: Social media - crisis demands
      2. 3.2.1 Communication lines blurred
      3. 3.2.2 How to engage, and what to share
    4. 3.3 Strategy and policy
      1. Case study: Coca-Cola's Online Social Media Principles
    5. 3.4 Insights, trends and tipping points
      1. Box: Social media and the news curve
      2. 3.4.1 Spot a problem before it grows
        1. Case study: Alaskan hoax?
    6. 3.5 Empathy and dialogue
      1. 3.5.1 Find the right tone
      2. 3.5.2 Toyota - rising to the challenge
    7. 3.6 Friends and communities
      1. 3.6.1 Nike and Unilever - share expectations

  6. Section 4: Conclusions and future challenges
    1. 4.1 Social media's global reach
    2. 4.2 The corporate communications challenge
    3. 4.3 The new frontier
    4. 4.4 Anyone can be a target

  7. About this report's research and writing team

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