Jane Wilson, the Director of Social Media for Sunshine 100, an organisationspecialising in responsible foods, pulled her Hyundai Elantra into a parkingspace near the entrance to her company’s headquarters in Brisbane. She waskeen to get to her office. The company was in negotiations to expand to China.The previous round of talks in Beijing had gone well for the company: managershad seemed enthusiastic about launching the company’s new line of wholesomebaby foods. The professional nutritionists and dieticians led by Dr Jeremy Joneshad asked Jane to start working on a social media campaign to promote thecompany’s values, ‘Together, may we create a healthier life by starting with thefood we eat’.Today Jane would also get the go ahead to start Sunshine 100’s Twitter campaign‘KidsEats’ a recently launched initiative with a focus on working directly withschools as well as children’s organisations to educate primary aged schoolchildren about healthy foods and healthy eating.Jane entered the building and took the lift to the tenth floor. As the doors openedshe could see Paul Morgan, the CEO and Alice Jones, the Director ofCommunications, waiting for her just outside her office. Paul met Jane at thedoor. ‘Jane, we’ve got a real problem,’ he said. ‘It has to do with the launch ofKidsEats’.Jane looked over at Alice, who closed her eyes. Paul continued. ‘Last night thisposting to Facebook by one of our employees was picked up by five mediaoutlets. We’re even made the Number 1 breaking news spot this morning withDaily Events’. The room was silent. Jane could feel her stomach beginning to knotand felt very taken aback.
