Social Media Checklist: How many of these best practices are you doing?

Social Media Checklist: How many of these best practices are you doing?

By Marissa Rosen

These days, sustainability and social media go hand-in-hand.

If you’re saving energy, greening your supply chain, recycling end-use products, or building employee engagement initiatives, chances are that you want to let your customers and prospects know. Be it Twitter, Facebook, Instagram, or Pinterest, there’s a strategy out there that’ll fit your company’s need to communicate your sustainability successes.

Not only can social media serve as a platform to share your news, but also it can provide your company with a transparent means of engaging in two-way conversations with clients. They may have questions or comments about your ingenuities, so now you’ll be prepared to answer swiftly and deftly.

Both social media and sustainability are trendy bandwagons that most individuals and companies feel compelled to jump on now. And they’re not going to vanish anytime soon. Every second, two new members join LinkedIn. Imagine how many potential customers are out there.

And most important to your bottom line, when it comes to social media, your “followers” are there for a reason. Three- quarters of customers rely on social media to influence their purchasing decisions. They’re not only interested in what your company is selling, but what you’re doing behind the scenes. By using your social media channels to your advantage, you can clearly share information on your efforts to address social, environmental, and financial sustainability.

Here are 17 suggestions to consider for getting the best results on social media:

  • Ensure your company profile is complete, accurate, and encompasses the best of your company’s sustainability agenda.
  • Build a “Showcase Page” to share appropriate segments of your business – product lines, countries of business, philanthropic endeavors, etc. Maybe your corporate responsibility efforts could be a standalone Showcase page?
  • Share company sustainability news and updates periodically. Your supporters will be able to “like” and comment on these updates as they see them.
  • Use your personal account to post questions within LinkedIn groups. Then share your business best practices with group members.
  • Gently encourage all employees to link their profiles to the company page.
  • Finally, ensure the company page description mentions your stance on sustainability.

  • Create a memorable Twitter handle that includes the company’s name. Keep it simple and just use the company’s name, if possible.
  • Craft your sustainability successes into informative statements that others will retweet. Optimally, stick to less than 120 characters (out of 140, maximum).
  • Tweets with photos garner 313% more engagement! Size them to “wide”, long rectangular image proportions that fit perfectly into the tweet.
  • Always use Twitter hashtags that will solicit traffic you want. For example: #EmployeeEngagement. You can find
  • a list of common hashtags for all things green at http:// Don’t forget about the multiple purposes for hashtags, too!
  • Discover Twitter Chats and get into the conversation. This is a great way to learn and network with others around a specific topic.
  • Facebook:
    • Own a company page. Encourage your employees to “like” it and actively contribute to the community posts.
    • Include the full address of your business, so it’s more readily searchable and traceable on Facebook.
    • Compose short, thought-worthy pieces about your sustainability program, and include real-life photographs of your operations.
    • Utilize the small but mighty “call to action” button on the Facebook page with a prompt such as “Contact Us”, “Book Now”, “Use App”, or “Play Game.”
    • Respond to comments in a timely fashion and inspire followers to leave remarks. The more interaction there is with your page, the more it will be seen by others.
    • Highlight your employees’ actions – recognize their efforts at recycling, carpooling, turning off their monitors.

    In summary: Let the world know what you’re doing, seek advice, build relationships, and be transparent. Make use of the tools listed above (and other platforms, too!), and establish your unique, creative approaches to spread the word about your moves towards sustainability.

    (Marissa Rosen is the Director of Social Media for TriplePundit; Marketing Associate for Sustrana LLC; and a sustainability consultant for small B Corps. Marissa has a wide background in communications and holds a Masters in Environmental Studies from the University of Pennsylvania. She resides in St. Louis and enjoys countless annual hours in airports. Connect with her on Twitter at @MarissaR1, or via email at
    Posted August 13, 2015 in 25115