“Tipping points often occur when something intended for use by one group of people gets adopted by another. When people think about social media, and in particular Twitter, they do not normally connect it with besuited financiers. But that connection is changing. Good evidence of this change comes from the growing numbers of finance and strategy executives in our networks that want to discuss Twitter and a host of other social media channels.”
This was the lead-in to a CEB Research & Development Leadership Council post, What Twitter Can Do for Your Share Price. In this article from a few years back, our sustainability consulting practice finds an intriguing discussion on the shift in executive thought around the value of social media for business. As the title suggests, companies are beginning to realize the true financial impacts of effective and active stakeholder engagement.
“Choosing the right social media channel should be determined by the company’s plans for the next 12 months. For example, if your firm is about to roll-out important business model innovations or enter untested adjacent markets, investors will require clarification on a wide range of points.”
Our sustainability consulting advocates that to be effective with its business sustainability communications, an organization must have a defined strategy. This strategy should communicate and align with the organization’s business objectives and resources, specifically the interests of its key stakeholders. We find the leading “socially-geared” companies are responding and creating sustainability advocates by:
- Cascading business sustainability strategies down through organizational and individual performance goals.
- Informing, motivating, and actively engaging employees in the company’s business sustainability programs.
- Integrating Key Performance Indicators (KPIs) into the business processes, corporate performance, and employee recognition.
- Actively engaged with key stakeholders on sustainability issues, including employees to understand how sustainability issues are affecting the business.
- Performing transparent reporting on sustainability concepts and sensitive issues, with both positive and negative results.
Sustainability and social media together offer a refreshing and innovative approach to business. The question is: do you want social media be a catalyst for your sustainable organization? Visit us at Taiga Company for more information and access to resources that can help you discover the value of social media for sustainability.