Communicating Sustainability Using Social Media
Companies today are able to engage in dialogue with their consumers through a variety of mediums, from traditional methods such as product packaging, to newer methods such as social media. However, according to a recent study by Carbon Trust, only a small percentage of consumers place confidence in companies’ sustainability claims. Additionally, hesitations in integrating social media into communications strategy still exist alongside a lack of understanding of how effective these tools can be. Our session today will examine how synergies between social media and communication strategy can have a tremendous impact by restoring consumer confidence, creating two-way dialogue, and promoting green practices. We investigate cost, return, strategy, transparency, and benchmarking for these communications campaigns, within the greater conversation of how this form of new media and globalization have compelled change in the corporate- consumer relationship.