I had an interesting call yesterday. I was asked if I thought Social Media had a role to play within the sustainability activities of the caller’s organization. Like any good listener I replied, “Why do you ask?”

He told me that his competitors have been using more and more social media activities and he was concerned that he might be missing something.

I asked him if his company was currently using any social media platforms. He said they were on Facebook and Twitter. I asked how they were using them. He said that they posted coupons, tried to track customer complaints and posted recent company press releases.

I didn’t see a pretty picture developing here, so I thought before I told him to jump on the bandwagon and throw open the barn doors we should go back to the beginning and start by looking at his question from a sustainability perspective instead of purely a social media one. Continue reading →