This quote written over a century ago summarizes one of the driving factors for today’s social media engagement strategy developments. With 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 sustainability consulting practice, like many other thought leaders in the space, believes the exact opposite.
As we suggest in our post, 10 Reasons to Drive Social Media Engagement on Social Channels for Sustainability, we advocate that companies should not only engage in conversation but actively work to lead 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
If those factors aren’t compelling enough, there are even more reasons to care about social media for sustainability communications. According to the post, 44 Social Media and Sustainability Facts and Figures Businesses Cannot Ignore , the 2013 Green Gap Trend Tracker states, 45% of people seek out environmental information, 71% consider the environment when they shop and 66% seek out instructions on how to dispose a product responsibly. However, 71% of people wish companies would do a better job to help them understand environmental terms and 85% would like companies to educate them on how to use or dispose their products more responsibly.
As it is, sustainability and social media together offer a refreshing and innovative approach to business. 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. Visit us to learn how you can drive the conversation in 2015.