Over the last few years two relatively new business philosophies have become the trendy buzzwords in the corporate space – social media and sustainability. The rise of social media has provoked a complex cultural and communications shift in the way people share information and participate in conversations, resulting in the empowerment of the individual to demand change as well as to expect responsibility and social consciousness from brands to strike the triple bottom line balance.
This new social economy is based on engagement, relationships and mutual trust where relevance to the individual is a main currency for meaningful communications. Thus, innovation has become crucial for companies to reach, educate and inspire this new consumer about sustainability, but there is still both a need and a demand to raise sustainability awareness, break down silos and improve communications practices and knowledge management.
To analyse and explain social media’s impact on sustainability communications and offer practical guidance for companies interested in exploring these new opportunities I chose to examine the power of social media as a communications channel for creating business sustainability value for my second BA dissertation.
The main research objective was to discover whether social media can be a support tool or a menace for corporate sustainability.
I examined the importance and the current state of social media for sustainability communications and the opportunities and the risks of social media comms for creating business sustainability value.
As a result, I developed a best practice guide for utilising the power of social media and avoiding potential pitfalls, which you can see in the infographic at the end of this post.