In early 2013 PayPal had its share of challenges to address. Their social channels were overtaken by complaints about customer service and overall negative chatter. Customers didn’t understand the value of PayPal or even how to use it. Furthermore, their social presence was fragmented with low engagement. With the reputation of being a faceless tech company, it was impossible for them to tell their brand story in any meaningful way. PayPal joined forces with Edelman to tackle these challenges and transform not only its social presence, but also its brand.