Your sustainability program is firing on all cylinders. You’ve got goals, you’re making progress, and you’re adding value to your business. After publishing your sustainability report, you think you’ll finally get credit for your efforts.
But will you?
According to the Reuters Institute (PDF), in 2018, social media was the leading source of online news stories for people ages 18 to 34, even exceeding internet searches. So, for many in this age group, the only way you can catch their attention is on social media. They will not be visiting your website anytime soon, let alone downloading your perfectly formed sustainability or corporate social responsibility report.
Social media may not seem like a good fit for sustainability messages. Posts are usually short and visually engaging. In contrast, sustainability content is often nuanced, and fun images and videos hard to come by. Six of the top 10 companies represent the technology sector.
So, how can sustainability teams make an impact on social platforms? Context America’s first “Susty Social Media Ranking” set out to answer many questions that are top of mind for our clients and sustainability professionals generally:
“Which platforms are most popular?”
“Do we need a dedicated sustainability handle?”
“How frequently should we post?”
“What’s the best way to engage sustainability influencers?”
“How much engagement can we generate?”
“Which companies are using it most successfully?”
The methodology and success metrics
We observed that most companies in the ranking are using a blend of social media platforms. Facebook, LinkedIn and Instagram are all quite frequently used. But we found that Twitter is the most commonly used platform for corporate sustainability teams.
With that in mind, we based the ranking on data related to Twitter postings, specifically during June. This simplified the analysis and enabled direct comparison between the 100 companies we selected for ranking. We plan to publish a second ranking focused on Instagram and Facebook in the spring.
We used a broad definition of sustainability in the analysis — from information about volunteering activities to comments and commitments related to climate change. We defined three success metrics for the evaluation:
The frequency of sustainability-related posts — regular posting is a key factor in building an audience Number of influencer followers — an indication that posts are credible and relevant Amount of engagement generated (likes, retweets and replies) — more engagement is the overall objective
Does your team need a dedicated sustainability handle?
We found that sustainability professionals generally use three kinds of Twitter handles to communicate:
Main corporate handle — 91 companies use this
Dedicated sustainability handle — 33 companies use this
Personal handle of sustainability leader — 52 companies use this
Data from all three handles — where available — was included in the ranking.
There are advantages to each type of handle. Posting sustainability content on a main corporate handle demonstrates mainstreaming of sustainability within the company. Usually, the corporate handle also has the most followers, meaning a broad audience will see your sustainability posts.
However, we found that sustainability influencers are more inclined to follow dedicated sustainability handles, and even more so personal sustainability leader handles.
How frequently should your team post?
Posting frequency was highest on dedicated sustainability handles, with an average of 29 posts per month. Corporate handles averaged 19 sustainability posts per month, with sustainability leader handles looking neglected at an average of five posts per month.
That said, the most active leaders are very active.
Mike Barry, director of Plan A and sustainable business at United Kingdom retailer Marks & Spencer, is the most active poster, averaging more than two a day. Chris Wellise, chief sustainability officer at Hewlett Packard Enterprise, is second, and Lynelle Cameron, vice president of sustainability at Autodesk, is third.
How do you earn influencer followers?
While it’s a standard social media goal to build a following, in the sustainability field, the quality of an organization’s followers is perhaps even more important than the total number.
“Influencers” have large followings of their own based on their sustainability posts. They are valuable because of their ability to spread your organization’s messages by re-posting your content.
We found that influencers prefer to follow personal sustainability leaders over company handles, demonstrating the power of personal relationships over anonymous corporate profiles. The top seven personal sustainability leader handles actually have more influencer followers than their companies’ corporate handles.
How much engagement can your team generate?
Microsoft easily tops the engagement table with a whopping 18,000 sustainability likes, comments and retweets on its corporate Twitter handle.
The top dedicated handle is The Home Depot with nearly 3,000, and the top personal handle is Lisa P. Jackson, vice president of Environment, Policy and Social Initiatives for Apple, with nearly 800. See the table below for the top 10 engagement numbers in each category.
The top handles, ranked by engagement.
Overall best performers
Combining the rankings for frequency, influencer following and engagement, produced our overall Top 10 ranking for performance, headed by Cisco. (See the lead chart in this article.)
Seven of the top 10 are business-to-business companies. Six are from the technology sector. Three business-to-consumer brands also made the Top 10: Johnson & Johnson (third), Nestlé (eighth) and Marks & Spencer (tied for ninth).
There are 2.5 billion social media users globally.[1] As a result, companies made social platforms key to their marketing strategy — but who is taking advantage of the mass audience reach for sustainability?
That’s the question we set out to answer in our Susty Social Media Ranking.
We put 100 leading companies under the Context spotlight to reveal how they’re using social media to talk sustainability and who is having the most success. They were ranked based on three success metrics:
1. Frequency of sustainability-related posts
2. Number of influencer followers
3. Amount of engagement generated
The results of the ranking were surprising and insightful. To see the outcome of our ranking please email publications@contextsustainability.com and we’ll send the full report when it’s released on February 1, 2019.
In the meantime, we share some of our main takeaways:
Facebook, LinkedIn, and Instagram are all frequently used by companies to discuss corporate sustainability, but Twitter is the prevalent platform
Nearly all companies tweet about sustainability under their main corporate Twitter handle to some extent
Many companies also have a personal handle of a sustainability leader or a dedicated sustainability handle in addition to a corporate one
Influencers are most likely to follow a sustainability leader’s handle
How we can help
We can expand your sustainability audience, reaching customers, influencers, and employees with bespoke, bite-sized content on social media. We drive engagement and boost your following with our full-service solution:
No doubt, you’ve heard of the UN Sustainable Development Goals (SDGs), the 17 ambitious targets to end poverty, protect the planet, and usher society into a peaceful and prosperous future. The goals, such as SDG2 “Zero Hunger” and SDG4 “Quality Education” remind us that while we live in a time of abundance, resources and privileges are not evenly distributed across global society.
We’re a resilient species with 7.6 billion members and counting. For humanity to thrive, we must crack the code on fundamental issues like healthcare, education, energy, and infrastructure. The SDGs show us the path forward… the question is, how will we respond?
The Role of Business
The United Nations Development Program (UNDP) stresses the importance of the private sector partnering with other companies, governments, and citizens to advance the SDGs. Undoubtedly, business plays a vital role in advancing the goals. Those that step up to the plate enhance their reputation while strengthening society, on which their business depends.
In 2017, we published a blog about early-adopters, some of which re-structured their corporate sustainability programs to align with the SDGs. For example, beverage company SABMiller developed a new sustainability framework based on the SDGs and reported how specific corporate programs contributed to the goals. And, Unilever’s Sustainable Living Plan marshalled brands to improve global health & hygiene, an approach expressly linked to SDG3, “Good Health and Well Being” and SDG6, “Clean Water and Sanitation”.
It’s About Quality Not Quantity
Next month marks three years since the SGDs were released. Currently, 100[1] of the world’s largest companies reference SDGs in corporate reporting. Many businesses include an SDG index in their annual CSR reports, acknowledging the overlap between on-going programs and the goals. While using the SDGs as an indexing structure ticks a box for corporate communications, it does little to solve the complex problems facing humanity. According to the UN’s 2018 SDG Report, billions of people still lack access to basic sanitation services, electricity, and food. Companies can accelerate progress with deeper, more focused, and meaningful action on the SDGs.
We See You Microsoft
We admire Microsoft’s approach to the SDGs and suggest other companies employ some of these successful strategies. Here’s what’s working for us:
Microsoft sponsored research to confirm how the IT industry can help. The #SystemTransformation Report affirms the importance of digital solutions, which have up to 23 times higher diffusion speed and reach than traditional approaches.
The company produced a whitepaper on how its programs advance the SDGs. It features examples like Microsoft Educator which makes educational content, including the “World’s Largest Lesson”, accessible through technology.
Microsoft’s SDG site and interactive web content use compelling case studies, videos, and impact metrics to inform customers. The company also cross references the SDGs in its annual CSR report.
If your business is making meaningful progress on the SDGs, we encourage you to share your efforts. We can help develop a strong narrative, engaging media, and a multi-channel approach to inspire your target audience.
Your sustainability program is firing on all cylinders. You’ve got goals, you’re making progress, and you’re providing value to your business.
After publishing your annual sustainability report you think – we’ve done it, people will finally know what we’ve been up to!
Unfortunately, a one-note communication strategy just isn’t enough. With the breakneck speed of business and the proliferation of digital content, a multi-channel approach is more effective. Think of it this way…
Annual sustainability reports meet the needs of the most dedicated audiences: investors, raters, and rankers. Your website is the place to engage customers and employees with multimedia content. After investing in a report and website, expand your audience by posting daily on social media.
Many social platforms are used for corporate communications including Facebook, Instagram, YouTube, and Twitter. Because they vary in terms of format, audience, and features, each meets a different need. We prefer Twitter for business-to-business (B2B) sustainability communication.
Why Twitter
The format. Posts begin with text and are enhanced with photos, videos, and links. You can jumpstart your Twitter feed with the content you already have on hand.
The audience. Twitter boasts millions of global users with participation from businesses, consumers, thought-leaders, and news outlets. While consumer-focused messaging thrives on other platforms, Twitter is a good fit for professional communication.
The network effect. Smart brands share content that attracts sustainability influencers. When influencers engage with tweets it can build credibility, expand audience, and improve reputation.
Measurement. Twitter Analytics helps users track performance and optimize content.
How Twitter benefits CR comms
Audience expansion. Reach global consumers, customers, and employees who don’t read lengthy publications.
Content utility. Put your CR report text, photos, and videos to work by posting bite-sized pieces on social.
Freedom of expression. Without the page constraints of a report, your Twitter handle can explore an unlimited number of topics.
Breathing life into your brand. Authentic, daily communication shows the world your CR program is healthy and engaged.
Making it happen
To make the most of the opportunity, you’ll need to produce meaningful content and post frequently. Here’s the anatomy of a great tweet:
Keep it short and sweet. Make intelligible commentary with as few characters as possible.
Add depth. Your readers are savvy media consumers. Go beyond basic marketing-speak to inform and engage.
Tackle current events. Show your program is attune to the landscape by interacting with industry news, research, and events.
Garner engagement. Generate likes, retweets, and replies with photos, infographics, videos, and hashtags. Drive traffic to owned and third-party content by linking out.
Be positive. Help followers see that business is part of the solution by balance the gravitas of sustainability challenges with optimism.
The first sustainability report we wrote was for Unilever in 1997. Over the last 20 years, the content, audience, and mode of reporting has evolved. It’s no longer about lengthy, printed disclosures geared toward regulatory agencies — it’s about short storytelling to a broader audience.
And in this digital age, a broader audience is exactly what we have. Thanks to channels like email, social media, and online news, more and more people get their information from a digital source. But wait, is your report still in PDF format? Don’t fear — here are 3 quick tips for getting that PDF into the digital swing of things.
Repurpose
The crux of any good communication is making sure it’s tailored to the right audience. PDF reports have their uses. They’re searchable, can be archived, and meet the needs of investors and raters and rankers.
But what about everyone else? Customers and employees don’t want to sift through a 100-page report. You need to meet these audiences where they’re at – and that’s online. Repurpose the core content of your PDF report into bite-sized nuggets for your website.
Get creative
With an overabundance of stimulation available today, your content needs to stand out. Engage your audience with multi-media formats like videos, infographics, and photos. For example, see how HPE communicates their Living Progress Challenge winner.
Amplify
If you want to reach customers and employees, put it on social. Eighty-one percent of Americans use some form of social media, and there are an estimated 2.34 billion social media users globally.[1]
Take that repurposed content you made for your website and amplify it on twitter, LinkedIn, and Facebook. Social media gives you the opportunity to engage your audiences more frequently, opposed to the once-a-year engagement common with a sustainability report launch.
Are you interested in growing your sustainability reporting audience through digital channels? If so, reach out to us here, we have experience in developing digital content, managing social media accounts, and more.
How sustainable are you? This is what everyone wants to know from your sustainability report. Customers, co-workers, shareholders and NGOs seek to understand how your company helps tackle global challenges such as the targets under the Sustainable Development Goals. Yet how many reports are actually read and remembered? By its own reckoning, nearly a third of World Bank reports are never read, and the World Bank spends a quarter of its country services budget on knowledge products! Don’t let your report simply be another PDF documenting water reductions and carbon emissions that is quickly forgotten. Ensure you create a memorable report that builds a closer stakeholder community.
This blog explores how three companies used their annual reports to engage customers and co-workers as well as deliver those important annual stats.
1) Natural Powers
Solar power company Austria Solar illuminated how to make reports engaging back in 2011. The company’s Annual Report looks completely blank until you read it outside in the sun. Perhaps a little inconvenient for cloudy Britain (even in August!) but definitely unforgettable. Plus who doesn’t enjoy an excuse to sit in the park? Yet the reason we love this report is that it reflects what Austria Solar do best – harness the power of the sun.
Sustainability reporting is about showcasing your companies’ progress. Report design can highlight your greatest successes. Taking this example, if your company has achieved admirable gains in renewable energy why not use solar powered graphics to highlight this? Design can be engaging and functional. Full marks, Austria Solar, on producing a report we really want a hard copy of!
Takeaway: Report design is an opportunity to show (not tell) what your company has achieved.
2) Bang on Trend
We saw it in Vogue, temporary tattoos are in. Website hosting company Flywheel got trendy with their 2015 Annual Report. Co-founder Tony Noecker got the company logo tattooed to his forearm to celebrate Flywheel’s success. Taking this inspiration, Flywheel designed six tattoos depicting key 2015 achievements and anecdotes. These (temporary) tattoos structure the report but are also available to customers to order for free. Our favourite is the axe depicting Flywheel’s stance on malware! (For the record, they’re against).
Sustainability communications are about connecting with diverse groups of stakeholders. They can showcase the personable, individual side of your company. Flywheel’s tattoos are not only fun, they enable customers and co-workers to feel involved in the company’s culture and connected to their co-founder. What can you say about your brand through your sustainability report that involves stakeholders? Tattoos are just one option…
Takeaway: Reports should showcase company values and identity to build a closer stakeholder community.
3) Get Graphic
Another web company. Another report. But you won’t feel that way when you click through crowdfunding company Kickstarter’s 2016 Annual Report. The lesson for sustainability reporting is how Kickstarter puts service users at the heart of their report. Eye-catching graphics tell user success stories that are easy to share on social media. A good balance is struck between seriousness and fun – decking out London’s Clapham Common station with cat adverts is clearly a major 2016 breakthrough!
Kickstarter makes users feel proud of their achievements on a personal level. Sustainability strategies often include a focus on enabling customers, co-workers and communities to live healthy, environmentally-friendly lifestyles. Report progress towards these aims that unite your business and stakeholders in a way that makes customers and co-workers feel part of your success. Expand brand recognition by enabling customers to easily share successes online.
Takeaway: Involve stakeholders in successes and enable them to share achievements.
What’s the lesson here? Yes, sustainability reports are a record of progress against company goals. Their job is to report how your company is performing against voluntary sustainability standards and legal requirements. They should be honest, clear and concise. But this functional purpose doesn’t mean they can’t be engaging. With a bit of creative thinking, they are an opportunity to build your brand and strengthen support for your sustainability strategy. Before you craft your next PDF, why not consider if you are making the most of your sustainability report?
