Sustainability: business, life, environment

There is an emerging role of social media for stakeholder engagement and for businesses to communicate their broader corporate responsibility agenda.  With preferences shifting as to how we communicate and exchange information, social media is becoming the transparent, engaging, competitive advantage that business sustainability delivers.   However, to effectively harness the power of social media to create business sustainability value, what are the key components for success?  

Therein lies the very secret to social media - How do you define success?  What does success look like and how do you measure it?  For many, success may be determined by selling a product or service.  For others, it is about advancing the businesses sustainability conversation - whether that is in regards to their own products/ services or the conversation as a whole.  Proactive businesses are leveraging both definitions of success and the key components to winning strategies include:

• Defining a clear vision of what social media is expected to do for your organization.  What are your social media goals?  Increase website/ blog traffic? Enhance brand image and credibility? Communicate and engage on CSR/ sustainability related topics? 
• 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.
• Actively engage.  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.

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.  To focus the corporate ear, business sustainability minded organizations are engaging with stakeholders, who have a vested interest in the success of the business and profoundly advance  the sustainability conversation.