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1. Introduction
2. Overview
3. Social media and corporate communication
4. Key questions to consider
5. A look at the current state 1
6. A look at the current state 2
7. What is social media?
8. Changes in corporate communication
9. Reputation management in the digital age
10. Social media: implications for reputation
11. Flipping the lens
12. Digital activism
13. Historically
14. Case 1: Greenpeace vs. Shell
15. Multiple blows to Shell
16. The result?
17. Case 2: Kodaikanal Won’t
18. Unilever response
19. Case not closed…
20. Digital activism: reflections on the two cases
21. Implications for corporate reputation
22. Thank you
23. Additional resources

Topics Covered

• Corporate communication
• Crisis communication
• Social media
• Stakeholder power
• Lego
• Shell
• Kodaikanal
• Greenpeace
• Reputation management
• Non-governmental organizations

Links

Series:

• Corporate Communication: Concepts and Practices

Categories:

• Management, Leadership & Organisation
• Strategy
• Technology & Operations

External Links

• Slide 14: Private Arctic Launch Party Goes Wrong
• Slide 16: Statement by LEGO
• Slide 17: Kodaikanal Won’t
• Slide 18: Unilever Factsheet
• Slide 19: NGO Campaign Factsheet
• Slide 19: Kodaikanal Still Won't
• Slide 23: De-legitimizing the enemy
• Slide 23: How activists shape CSR

Talk Citation

Publication History

• Published on February 27, 2022