Having identified the megatrends that make corporate communication so much more challenging vis-à-vis former times—the 24/7 news cycle that dates all the way back to the founding of Cable News Network (CNN) in Atlanta, Georgia, in 1980; the emancipation and empowerment of stake(s)holders as well as ensuing (shareholder) activism; and the incessant monitoring of corporations—in this chapter, we will explore the most significant factor that differentiates the Old World of communication from the Brave New World, digitalization. We will trace the development from social networks to social media and what it means in the context of our subject matter. Then we will explore what communicating in a social media universe means, and how those historical megatrends have been amplified. Finally, we will analyze what it takes to succeed, building, projecting, and protecting a corporate reputation. This completes the setting-the-scene section (a Tricolon alliteration) of our book.