Edelman convened more than 100 professors of communications, journalism, business and public relations from across North America and Europe to discuss how companies, organizations, and media effectively engage their stakeholders through social media.

The sessions were led by more than 50 practitioners who guide digital communications strategies within leading organizations – including AstraZeneca, CNN, eBay, Environmental Defense Fund, GE, Johnson & Johnson, Microsoft, Starbucks, The Lance Armstrong Foundation, UPS, and Whirlpool, among others.

This report provides best practices and actionable insights into how to engage employees, consumers, investors, regulators and media.