You Can Promote Environmental Responsibility Through Social Media
Social media enables businesses to gain marketing traction that isn’t possible through many other mediums. It can also be used for social good, such as promoting a worthy cause. The two can be combined to excellent effect: You can use social media to teach consumers about environmental responsibility while simultaneously promoting your products.
Environmental consciousness is a growing trend. Showing that you support a better environment can be great for customer attraction and retention. A report from CarbonNeutral.com shows that 67 percent of citizens use social networks regularly, so a significant portion of that population can be leveraged to spread the word about the needs of the environment.
If you’d like to make a difference with your social media marketing campaign, you have to devise a solid strategy. Here are some tips to help you make the most of your social engagement.
- Promote Eco-Friendly Products
This is the most obvious use of social media for this purpose. A product that has eco-friendly elements is instantly more desirable to many consumers who seek increased awareness of green living.
Posting information about your products and a list of what makes them eco-friendly can play a big role in your marketing. It attracts customers and proves you’re as invested in the environment as your nature-loving customer base.
- Share Eco-Friendly Fact Pages
People like statistics, charts, and other easy-to-read data that supports their interests, and folks who love the environment are especially that way. They are drawn to useful information that supports the causes they like, and they’re more likely to share your posts as a result.
By sharing fact pages about your company, products, or just general environmental news, you provide valuable content to your customer base, which can keep them on your side and hold their interest.
- Share News Stories about the Environment
It’s a smart move to go with what’s trending. Keep up with current news and trends on the environment for your social posts. Try to make this news fit in with your business without cheapening the cause.
For example, over several recent months, the pipeline in North Dakota that’s encroached on Native American land has been big news for the environmental lobby. You might highlight that your company supports the protests, and post about oil-based materials you use if they come from a non-disruptive source.
- Use Hashtags
These Twitter tools are ideal for grouping your conversations. For example, #EarthDay helps you find any relevant information on this subject, and you can piggyback off its popularity for your own purposes. You’ll learn a great deal about your customers while digging up content that matches their interests.
Hashtags are also a great way to draw business to your firm. According to research from BrandWatch, posts with hashtags receive 12.6 percent more engagement than those without them, and 70 percent of the most-used hashtags are branded.
This can be a powerful tool for generating followers and promoting your business.
- Run Analytics
Social-savvy companies steadily run analytics to follow the performance of each post, comment, and share. You can usually find information about these social interactions on the social site’s platform.
For example, Facebook offers detailed analytic reports to companies which show brand mentions, conversations about the brand, total reach of content, the number of organic and viral impressions, and page subscribers.
Other tools such as AgoraPulse, BrandWatch, Buffer, and Hootsuite also offer details that will help you identify the effectiveness of your content and make improvements based on what you learn.
- Listen and Respond
The information you gather and the steps you take to make your eco support more visible will go nowhere if you don’t listen to your customers. This shouldn’t be a one-way communication tool for you to broadcast your ideas and hope people are listening.
To build any form of relationship, real or virtual, you have to be a good listener, and that goes for businesses. To prove that you’re listening actively, respond to comments and other interactions.
Also, put your customers’ feedback into practice. If their interactions (or lack thereof) suggest you need to make changes to your strategy, then do it. That’s how to spread the environmental good word while fostering a supportive following.