Opportunism vs. Activism: How to Create a Brand That Truly Affects Change

Companies like Carnival Cruise Lines are masters at responding to media pressure. In a world where a Facebook post can be shared around the globe in an instant, it's all the more important to respond to the cries for immediate action that are dumped at your door.

Think about your company's strategy for handling social me Are you focusing on what your brand is saying about itself, or what people are saying about your brand?