These examples show a new phenomenon: media companies leveraging the openness of social media to build consumer trust by offering content and messaging that is relevant, rapid and integrated.

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Through that lens, it might be tempting to view governmental social media activity as solely an exercise of openness.

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In the age of social media should we be calling for more openness at the BBC and more access as bloggers too?

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Showcasing a mix of local news and features along with content created by reality TV producer Mark Burnett and also BBC America, the network will aim, as the Los Angeles Times reports, to capitalize on the increasing openness in entertainment industry created by the rise of digital media.

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Italian media have speculated that Italian cardinals were uncomfortable with the Americans' briefings, and their openness about wanting to delay the start of the conclave.

BBC: US cardinals cancel Rome briefing 'after leaks'