3. Another way to change the conversation or at least provide an alternative is to lead with action on the social front, finding a social need niche and active set of programs. Salesforce became known for using their technology for good and created an active discussion around their 1-1-1 social effort. Walmart created a huge environmental effort that changed the conversation without renaming themselves. It is now hard to hate Walmart. Facebook has an impressive environmental effort and has some potential signature social programs and could do more to develop a coherent ESG narrative around the social issues it is addressing. Better branding and more aggressive social thought leadership might not solve the image problem but would introduce an alternative conversation. And an alternative discussion around corporate social issue leadership would be more effective if the Facebook name was used and credited instead of Meta.