'As more and more corporates take to social media to engage with consumers around sustainability issues, do they really know what they are doing?', so begins my latest article for Ethical Performance (sorry, you'll have to be a subscriber to read the whole thing.
It follows on nicely from the live stream session I hosted for Salterbaxter a few weeks back to launch its fantastic new index designed to categorically assess the influence and reach of 100 company's social media efforts when it comes to talking about sustainability.
I check in with friends on Facebook before going to sleep at night. Then immediately check the news on Twitter as soon as I wake up. I'm not alone. 25% of smartphone users, aged 18-44, say that they can’t remember the last time their smartphone wasn’t right next to them.
Understandably, social media has become an incredibly popular and powerful tool for brands that want to reach consumers and other stakeholders
But doing it well and doing it with purpose is easier said than done. You can have a huge following across social media and still fail to connect with your target audience. You can throw lots of resources at running big streams of content and still fail to really tell your story properly.
The SB[Influencers]100 Index is useful. Yes, it gives us a top 100 companies "shaping the sustainability agenda through social media". But it also points to evidence that if you invest in it properly, there's plenty to be gained, as my piece explores.