Communicating ESG and sustainability on Social Media
Social media offer many different opportunities.
We can brand ourselves and talk about our sustainability journeys to a big audience.
But it also comes with challenges – especially because people can respond and react instantly.
Here are some pros and cons for a few platforms and key things you should know.
If you want to target professionals and brands, this is the place for you.
Here, you can convey your message and talk about the nuances of sustainability, because there’s a better chance that people will read your texts here.
That’s because LinkedIn mainly relies on textual information for the professionals who are looking for business insights.
Facebook users are also more likely to read longer texts, so you can communicate the nuances of sustainability.
However, unlike LinkedIn, you may not receive much interaction if your post is too long.
Also, the tone on Facebook can be harsh, and people will (fairly) criticise any dishonesty they come across.
This is one of the most popular platforms, especially among the 18–29-year-olds.
You can make use of the very visual medium to communicate your sustainability journey - they do say that a picture is worth a thousand words.
Using pictures is a good way to document your work transparently, honestly, and perhaps even unexpectedly.
TikTok
This is where to find the young consumers.
They are very interested in sustainability, meaning there’s a lot of potential to get your message out.
Be aware, though, that they have a very short attention span.
It is fair to question if TikTok is serious enough for sustainability messages.
However, if you want to reach the youngest consumers, it is important to be where they are and speak their language.
With some skill, a sustainability message can be made fun, honest, and precise at the same time.
Key things when communicating on social media
Make sure you have documentation for all your claims – you must be able to prove that what you say is true.
Familiar yourselves with current marketing rules to know what you can and can’t say.
Communicate with each other internally so marketing/communications understand what they’re saying.
Teach marketing/communications the basics about sustainability (e.g., compliance, certain fibres, etc.).
Have a plan – what is your message and what do you want to emphasise.
Be ready for criticism and know the arguments for/against your points.
No matter what, it’s important to remember that sustainability has many nuances, and that can be difficult to show on social media.
But don’t let that keep you away – social media can be your best friend if you know how to use it!