We’ve seen many media trends, latest crazes and the must-have –communication technologies. Some have come and many are now gone forgotten. But now, everyone is talking about social media.

It’s becoming very clear that social media is not just a fad. Whether you’re self-employed, work for a non-profit or for a corporation, you have a big stake. In order to maximise your efforts and get your message out effectively, you need a clear and focused social media strategy.

The Bottom Line

Individuals are encouraged to be their most productive in their work. Companies are under pressure to make money. Non profit organisations struggle against financial constraints to get the message out.

In the new social media playing field, low-cost marketing and promotion techniques are available. Today, online campaigning is the equaliser between the rich and the not-so-rich.

Your message

Social Media and internet marketing can promote your green brand 24/7. This has changed the way the game is played. By effectively leveraging existing resources, you can be seen and heard in all the right places.

Ask yourself or about your organisation: are you getting out the right message? Is the message being communicated in the best possible way to reach your targets?

There are new “influencers” today and their reach can be wide and powerful. We don’t wait for big newspaper editorials to deliver a “line”. We can gauge opinions through Twitter or scour through blogs.

Green or not – some examples of social media at work

Company being accused of greenwashing?

There might be a campaign in Twitter or Facebook that may hurt your brand both immediately and in the long run. Often, it’s a misunderstanding or a silly error of judgment on the part of someone in an organisation. You need to take control, clear the misunderstanding or own up to the problem, make remedies AND let the world know about it.

Have a wonderful eco-friendly offer for your customers?

Set up a campaign to promote it, make it go viral. Some of the most popular promotions and marketing campaigns are not always of the best products but the buzz is what makes the difference.

You want to share a great cause?

You support a green charity by giving money or your time. Then let your supporters and customers know. Responsible and eco-conscious people are more likely to buy products and services from organisations supporting good causes. Greenness is just one of the selection criteria for choosing a service or a product and consumers are very capable of doing their research and shopping around.

A social media strategy is critical

Media is very different now than it used to be. News and current affairs is a fast and exciting game with many sources and a new large and international army of reporters. In blogs, Twitter, Facebook Fanpages and other forums, a business can have many supportive allies. BUT users can also deliver a company or an individual a great deal of harm through negative statements – whether they’re accurate or not.

If you or your organisation is not watching its online presence, you may be at a disadvantage. Social media-savvy organisations are always ahead of their competition because they can monitor, anticipate and manage both positive and negative communication about them.

Developing a social media strategy is important. If you are serious about marketing yourself and your green message, someone has to be in charge and be responsible for monitoring the online chatter. Your image and your credibility are counting on this important strategy.

Green company online strategy – some things you should consider

Website development and design
Does your site speak to your audience about your philosophy and practice around environmental sustainability and social responsibility?

Social media forums– Facebook, Twitter, social bookmarking (Digg, StumbleUpon etc)
Most of these resources are FREE. With a focused strategy by a competent team or individual, social media forums can be used to great advantage.

Email marketing/ contests/ surveys
People love freebies, contests and chances to be heard. With a large email list, you can keep your audience informed on a regular basis about developments in your organisation.

Pay-per-click campaigns and search engine optimisation
Increase your audience by letting potentials know of your green credentials. You can stand out amongst the crowd with a genuine and powerful message.

Competition analysis and evaluation
What is your competition doing and saying? How are they being received? This information is crucial if you don’t want to be left behind.

Put your stamp on the information output

Trust, confidence and commitment are critical for your online campaigns. You need the right people, resources and time to make your campaigns effective.

Make sure your green message doesn’t lose its genuineness and credibility; ramp up your strategy.

About the author

Lou Kawakami is a consultant and founder of Sea Forever, a blog dedicated to green living. Please see info page for more details and how you or your business can partner with Lou.

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