The story then reached the mainstream press and the company was forced to act after its share price dropped. Increasingly, companies are using the online chatter to their advantage. Charities such as Oxfam and Greenpeace have long used online communications to campaign for change. One of Greenpeace’s more popular campaigns is its ‘Green my Apple’ campaign – a spoof Apple website where people have created posters and videos to encourage Apple to be more ‘green’ in its products.