Meet the Online Communications Team at 3M

The 3M Newsroom operates under two guiding principles: Create social experiences that show (rather than tell) readers how 3M affects their lives, and raise global awareness of the organization, which operates in 71 countries. The Newsroom team—created from a traditional corporate communications department—monitors social media to identify opportunities for storytelling, then establishes metrics to determine whether the stories they tell move the engagement needle. Operating only since February 2015, the Newsroom has created more than 7.3 million impressions based on 94 stories. As a result, 3M’s social properties have exploded, with Instagram followers growing more than 33 percent and Twitter followers up a hefty 201 percent.