Social Media Engagement – Should the Conversation Be Managed?

shutterstock_143544304“If you could grant one dream come true for sustainable business, what would it be? I’d choose shareholder engagement. The public corporation’s main mission is to provide for its shareholders. Therefore, if shareholders, en masse, demanded more on the sustainability front.” This quote was taken from a recent GreenBiz article, Shareholder Proposals: From Smart and Strategic to Simplistic and Senseless. This article provides a perspective on business sustainability actions and summarizes the driving factors for social media engagement strategy development over the past year. As the post title suggest, there were a wide variety of business sustainability claims and proposals in 2015. The author suggests that these need to be in some way managed.

With the increasing speed of communication now available through the variety of social tools, most companies might think that limiting conversation (i.e. managing business risk) may be the ideal social media engagement strategy. Our professional consulting practice, like many other thought leaders in the space, believes the exact opposite. At Taiga Company, we advocate that brands and executives should not only engage in conversation but actively work to lead and guide the discussions. Drilling down into the value drivers of social media success in forward-thinking cultures, knowledge management is being expanded as a driver of social media strategies. Some of the most recognized incentives of proactive social engagement include:

  • To make innovative ideas visible and accessible
  • To allow people to have conversations
  • To build community
  • To facilitate information exchange
  • To enable knowledge sharing
  • To assist with expert location
  • To power collaboration on idea evolution
  • To help people educate themselves
  • To connect people to others who share their passion
  • To surface the insights and strategy that people should be building ideas from

Sustainability and social media engagement together offer a refreshing and innovative approach to business. In fact, results have shown that socially engaged enterprises capture 4x better returns.  For these and a number of positive business sustainability reasons, our professional consulting provides information and services to help your business discover the value of social media for sustainability.  Contact us to learn how you can drive the narrative.

About the Author:

Leveraging 15 years of business development, marketing, and communications expertise in the Energy, Medical, and Information Technology industries, Julie now consults and advises clients on purpose driven stakeholder communications in the social space. Specialty areas include a variety of issues intersecting between environmental stewardship, sustainable business practices, and the bottom-line benefits of sustainability strategies. Julie leverages a BA in Political Science from Indiana University of Pennsylvania and IT studies from Southern Methodist University to meet the social, technological, environmental business objectives of Taiga's clients.