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Sustainability 2.0 – Driving Sustainability Engagement through Social Media (Part 1/2)

October 12, 2011 at 1:36 pm PST

Sustainability 2.0 involves the employment of social media tools to initiate, maintain and monitor sustainability engagement.  Companies and institutions are increasingly turning to social media channels to grow corporate social responsibility initiatives of all categories, including sustainability.  Sustainability 2.0 involves two components for optimal engagement across any large-scale enterprise organization, or even university campus: 1. promotion and 2. analysis.

Promotion of sustainable actions via social media:

According to a 2011 study by Sustainable Life Media and Zumer, social media is used at 50 global companies to promote sustainability on various engagement levels.    Professor Nigel P. Melville of the University of Michigan delivers an action-based summary of the report’s findings on 4,000+ social web posts:

  • “76% of sustainability professionals interviewed believe that their investment in sustainability-themed social media will help gain market share, increase the size of the overall market, or, ideally, both.”
  • “Companies such as Coca-Cola, PepsiCo, Dell and Toyota (all profiled in case studies) have unearthed the enormous potential of combining social media and sustainability to gain market share and acquire customers in new and growing markets.”
  • “Social media is impacting the way leading corporations are planning and executing their business practices.  As an example, companies have been able to increase internal recognition of their sustainability goals, on average,  by 10-15% through the use of Facebook, Twitter and YouTube. This is resulting in greater compliance with energy, waste and water efficiency strategies.”

Why select “social media” as a channel for driving environmental activism? People are influenced by social media conversations.

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