Sitra is an independent public fund in Finland that is guided by the Finnish Parliament. It has a mission to reformulate thinking around well-being, search for sustainable solutions, and enable sustainable business. Sitra takes a subject-based approach to its web presence rather than being organization-centered. It uses a variety of community tools like Facebook, Twitter, and LinkedIn to engage in dialogue around its projects and initiatives. These tools help facilitate discussion, share ideas and information, and involve both citizens and experts. Sitra coordinates its various online presences and activities through communication professionals and sometimes outsources facilitation of larger initiatives.