A web of interaction

From a business perspective, the requirements to build and maintain a sustainable business today are quite different than they were just ten years ago. The triple bottom line, also known as people, planet, profit is recognized by sustainability professionals as the three pillars of sustainability. It is the process by which firms manage their financial, social and environmental risks, obligations and opportunities. Today, leading organizations are evaluating the economic, social and environmental impacts that will ultimately affect profitability. As such, green business practices are becoming more the norm, as companies both large and small realize the value of integrating business sustainability into their operations and business strategies. However, because sustainability concepts and definitions are still subject to interpretation and debate, the ‘active’ engagement and dialog with stakeholders cannot be overlooked when creating shared value. Specific to CSR communications and business sustainability, social media can aid in value creation in many ways:

• The use of social media collaboration technologies can help organizations break down silos and facilitate knowledge sharing across business units and corporate functions. The Information Week article, What Enterprise Social Success Stories Have In Common, examines the adaptation of social tools and strategies into today’s business improvement efforts. Contrasting the limited success of simple external tool implementation, the true differentiators are implementing social media strategies with purpose.
• Social media can make CSR more visible. "A Reputation Institute 2011 survey found that a company’s CSR program (in its broadest sense), can be responsible for more than 40% of a company’s reputation, whilst companies with stronger social leadership programs have 55% better internal morale and 43% more efficient business processes."
• Social media has an emerging role in knowledge management. Creating bridges between the corporate world and its stakeholders, social media closes the gap on knowledge management and business intelligence. This is especially so if sustainable communications and performance is valued by your stakeholders. Social media for sustainability communications has become a risk or an opportunity. Monitoring, listening, and dialoguing with key stakeholder in the social space not only offers a competitive advantage but also provides other key ingredients for successful social media engagement.

The days of the controlled and scripted press release may be coming to an end. Effectively communicating business sustainability successes is becoming a more active dialog. Social media executed successfully can be a powerful vehicle to build sustainable business communications by engaging with stakeholders.

 

Julie Urlaub is the founder and managing partner of Taiga Company, a sustainability social media consulting firm, where she aids clients to powerfully engage in sustainability-related issues and stakeholder communications in the social space. She can be contacted at www.taigacompany.com | @taigacompany | Facebook/TaigaCompany

 

 

Photos courtesty of Social Media Max and SimonQ錫濛譙.