The use of social media collaboration technologies can help organizations break down silos and facilitate knowledge sharing across business units, corporate functions and stakeholders. Social media provides individuals, communities, businesses, and non-government organizations the ability to connect with business in meaningful discussion from anywhere in the world in real time.
As a result, many businesses have already realized value by incorporating social media into traditional business processes including marketing, sales, PR, customer support, and product development. What are the key ingredients for social media success?
Our sustainability consulting practice believes that social media engagement tools offer an evolved approach to stakeholder participation. By expanding the scope of contributors and encouraging increased feedback, a decision maker opens the ‘suggestion box’ to a variety of untapped view points. In building an active social media engagement strategy, there are several things to consider:
Begin with a Clear Vision: What are your social media goals? Is it to increase website/ blog traffic? Promote brand image and credibility? Communicate and engage on CSR/ sustainability related topics? Clearly identify your traditional sales objectives combined with your sustainability metrics and design a social media marketing strategy that delivers results to both.
Identify Stakeholders and Online Communities: Stakeholders are a bit easier to identify, but online communities can be centered theme based and centered on sustainability concepts such as recycling, CSR, water, energy, social investing. Or, they may be geographically based. Consider shareholders, partners, employees, customers, suppliers, local communities, and NGO's.
Social Media is an ‘Always-On’ Platform: This implies being present to the ongoing conversation: listening, contributing to the conversation, providing timely feedback, and incorporating that information into products, services, and ongoing dialog.
The propagation of sustainable information to effectively communicate business sustainability successes is becoming a more active dialog. Stakeholder feedback is being used to solve problems and drive innovation. Our sustainability consulting believes that in order to be effective with social media for sustainability, an organization must have a defined engagement strategy. At Taiga Company , we encourage clients to build sustainability programs that leverage social media engagement tools to implement direct and measurable impacts on social, environmental, and economic goals.