What do your stakeholders really know about your sustainable business actions? How do employees really feel about corporate sustainability messages? How do other stakeholders, as in suppliers, investors, and partners learn and take eco action on your CSR and sustainability communications?
Many corporate communications teams share the frustration in publishing information related to sustainability activities yet wondering what actions can be tracked as a result of that communications sharing.
True, it is a given that communication challenges exist. Complicate that with the disconnect between a corporate sustainability plan and how that vision and action plan is meaningful in stakeholder’s lives, you have to ask, how do you pair corporate communications with stakeholder engagement to make business sustainability work?
Pushing the edge of business sustainability implies a shift in static business practices – including the communication of those said practices. Aiding CSR and sustainability communications with stakeholders is social media engagement. Social media has proven to be an innovative and effective way to address two of the biggest hurdles around sustainability: defining what it is and providing the means and channels for sharing sustainability experiences. In essence, moving sustainability beyond words. Blogging, Twitter, Facebook, YouTube, Instagram, are all useful in sustainable storytelling.
Specifically, take a look at the world of Pinterest. Because the site’s very structure makes it the most visual social media platform around, it allows users to visually express (pin) the things they enjoy and then share them with others of like mind. As such, the site offers brands and consumers a means to pictorially identify and share what sustainability means to them. Pictures can help contextualize sustainability concepts of energy efficiency, waste management, fair trade, and other related information that not only educates, but engages us in ways beyond words. Many opt for the use of infographics. Infographics are visual presentations of information that use the elements of design to display content. They express complex messages to viewers in a way that enhances their comprehension. From a sustainability perspective, this is especially important.
As it is, the role of social media for sustainability shares similar values to sustainability: authenticity, transparency, and engagement. Social media engagement is another tool in a corporate communications toolbox to communicate the meaning of sustainability to your business and aid stakeholders embrace that messaging in meaningful ways to them.
In fact, our own professional consulting experiences have shown that stakeholder engagement is critical to a company’s ability to capitalize on its eco awareness, product stewardship, reputation, and overall business sustainability. In addition, the growing popularity of social media strategies has led companies to form new relationships with their stakeholders. Taiga Company can help your business extract increased value from its stakeholders by enabling your communications with social media engagement strategies. Contact us today to get started.