Experiments with Truth: Analysis

How #activism puts corporations on the back foot

Six activists scaled London’s highest skyscraper and the Twitter rankings on Thursday, but Greenpeace now faces the challenge of converting the digital noise into public pressure to change Shell’s Arctic policy.

Communications commentators said corporations such as Shell, the targets of the protest, were at a disadvantage in the battle for social media and this stunt represented a new standard in organisation and delivery.

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