Rebuilding corporate reputations | McKinsey (2009):

Leveraging existing grassroots support—through blogs, bumper stickers, and interactive Web sites, for example—is one method. Another is to have people with high standing reinforce key strategic messages.

This is a fascinating glimpse into a time when millions lost their homes and corporations needed to save checks notes its reputations.

Anyway, take out the housing crisis references, and this 2009 article reads like it was published last year, and the Threads team implemented it as their manifesto.

For context, McKinsey is a huge lobbying firm, and Meta appointed a McKinsey Partner to its board two years back.

They did better than Amazon at least.